This shoe is £90 at Oki-Ni but just last week I bought a clone of it from Shoeworld in Blackpool for £9.99. This bike is £414 at Oki-Ni but a few years ago I bought a very similar one from K Mart in Fort Lauderdale for $99 and gave it away on the last day of my holiday. This jacket is £165 at Oki-Ni but last summer I bought a much better looking version (classic tan with red tartan lining, as worn by Thierry in that car ad set in Las Vegas) for £20 at my local army surplus shop. This pink t-shirt is £40 at Oki-Ni but I've seen the same thing in packs of three at Marks and Spencers for a tenner.
I'm feeling my age now because I scoffed loudly after reading the following paragraph on the Oki-Ni website:

Our aim is to break from many of the long-standing traditions and conventions of the fashion and design industry. We have dedicated production facilities which ensures that all our designs are produced in strictly limited numbers to maintain rarity and uniquness. We also avoid the concept of 'seasons' by constantly developing designs and introducing new products on a monthly basis.

Good innit! Fashion eh, Gotta love it. I found absolutely nothing on their website that was unique and I'd hardly call a run of 5000 sweatshirts as 'rare'. I found a sweatshirt in Millets last week just like this one and it was £8 not £85. I bought it and felt-tipped a squiggly design on it and then dragged it down Shoreditch High Street behind my one-of-a-kind space hopper till it was uniquely distressed and then I sold it as my Niki-Noki exclusive/extraordinary/irreplaceable knitwear collection.
*dashes off to mens room to start work on Spring 2006 collection of 'distressed' undergarments*