Spanish clothing brand Desigual kicked off its sales season in a truly original way  that made people show up at its store in nothing but their underwear.

Would you brave the cold weather for the chance to pick out top and lower garments, free of charge? Well, thousands of people around the world did just that – they spent hours outside Desigual stores, hoping to be among he 100 lucky ones that would enjoy the brand’s offer. Featuring the slogan “Come in underwear, leave dressed”, Desigual challenged its customers to show up outside its branch stores, and leave with whatever items they wanted, for free. Unfortunately, only the first 100 people got to enjoy this ridiculous sale…

Some people actually showed up outside the stores at 3 pm the previous day, to make sure they are among the chosen few, but those that didn’t make the cut also had something to be cheerful about. Desigual decided to give them half-price discounts on all the items in the shop.

Miguel A. Lopez/EPA

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