It’s becoming an annual thing for Spanish clothing story Desigual – shopping in your underwear.
For three years now, the Madrid based store have been offering a stellar kick-off to their January sale for those who aren’t afraid to stand out in the cold in their underwear. The first 100 customers to enter the store wearing nothing but their unmentionables get a free outfit.
The sale is proving to be hugely popular as you can see in the video from last year. Some people wait outside the store all night, braving the cold and winter weather in beach appropriate outfits. Thankfully the store provides heat lamps to help keep the fashion hounds warm.