Spanish clothing store Desigual wanted Spaniards to start the new year with a free new wardrobe and they were willing to provide it - of course you know there had to be a catch. Basically, the first 100 customers that showed up wearing only their underwear in the city of Madrid would get the wardrobe - keep in mind its January.
Nonetheless, more than 200 people lined up in front of the store despite the winter temperatures.
Friends Jenny and Lisa from New Zealand had been waiting since before midnight outside the Madrid store and saw it as a great opportunity to make new aquaintances. ‘We have been here since 11pm with my friends,’ Jenny said. ‘New friends that we made here!’ A young woman from Brazil, earned the number one spot by waiting from 3pm the previous day.
Desigual said the event was a success. The store even provided those who did not make the top 100, with half-price discounts. Public Relations officer Beatriz Almeida said that the initiative was aimed at marking the official start of the sales season in a unique way.
‘It went well,’ she said. ‘The brand aims to be original so we wanted this action to be different.’