Young bargain hunters braved cold weather and indiscreet looks to queue at branches of Desigual, a contemporary fashion retailer, which launched a "cheeky" offer to unveil its winter sales.
Under the slogan 'Come in undressed and go out dressed', a fashion chain promised a matching top and lower garment to the first 100 people dressed only in their underwear
11:41AM GMT 02 Jan 2011
Under the slogan "Come in undressed and go out dressed", the company, which has outlets in Spain and Portugal, promised a matching top and lower garment to the first 100 people who appear at selected branchesust dressed in their underwear.
Pedro Soares and Ivan Silva told Lusa News Agency that they were the first to arrive at the Lisbon store at 1am, waiting until 9am when the doors opened and they were entitled to take home an outfit of their choice for free.
“I have a woolly jumper and a pair of trousers, which would have cost €250 (£210). I really like this brand and like this I can take the clothes without paying for them,” said 20 year old Pedro.
“It was fun. We were the first to arrive and more people came during the night. When they opened the doors there was such a rush with people falling over each other to get the best clothes,” said Ivan.
Beatriz Almeida, PR for the brand said that the initiative was aimed at marking the official start of the sales.
“It went well. The brand aims to be original so we wanted this action to be different,” she said.
For those who were not early enough in the queue to make up the first 100 to receive free clothes, they were given 50 per cent discount vouchers.