EXHIBIT I Pursuant to Rule 13d-1(f)(1) under the Securities Exchange Act of 1934, the undersigned hereby agree that only one statement containing the information required on Schedule 13G need be filed with respect to ownership by each of the...

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                                    EXHIBIT I

         Pursuant to Rule 13d-1(f)(1) under the Securities Exchange Act of 1934,
the undersigned hereby agree that only one statement containing the information
required on Schedule 13G need be filed with respect to ownership by each of the
undersigned of shares of Common Stock of Alloy Online Inc.

         This Agreement may be executed in any number of counterparts, each of
which shall be deemed an original.

Dated: February 8, 2000


BRAND EQUITY VENTURE PARTNERS I, L.P.

    By:             *
       -----------------------------
       Xxxxxxxxxxx Xxxxxxx
       Managing Member

BRAND EQUITY PARTNERS, L.L.C.

By:               *
    --------------------------------
     Xxxxxxxxxxx Xxxxxxx
     Managing Member

By: /s/ Xxxxx Xxxxxxx
    --------------------------------
    Xxxxx Xxxxxxx
    Managing Member



                                             *By: /s/ Xxxxx Xxxxxxx
                                                  ------------------------------
                                                  Xxxxx Xxxxxxx
                                                  Attorney-in-Fact


This Agreement was executed pursuant to Powers of Attorney filed with the
Securities and Exchange as attached hereto as Exhibit 2.