SAN FRANCISCO (CBS 5) – About 100 people braved a chilly morning Friday to take advantage of a store-opening deal at the newest San Francisco Union Square retail shop.

In order to win a free outfit, which could value at more than $1,000, shoppers at the new Desigual store had to show up in their underwear.

“The idea is to provide the community with an opportunity to have fun…to get to experience our brand and what we are,” said Desigual vice president Segundo Broggi.

The first customers began lining up at 3 p.m. Thursday. After a very cold night, it’s no wonder that the most popular articles after the 9 a.m. opening were jackets.

(Copyright 2012 by CBS San Francisco. All Rights Reserved. This material may not be published, broadcast, rewritten, or redistributed.)

Comments (7)
  1. Ann Mason says:

    Remind me never to shop at that store. If the owner thought it was smart to encourage customers to risk pneumonia, he doesn’t need our money.

    1. Superman says:

      you mean hypothermia.

    2. Roger Craig says:

      I do not think i would after that…

  2. Roger Craig says:

    Not really we are in San Francisco, can find that many at most neighborhoods here lol 🙂

  3. sk says:

    There is no end to how stupid people can be. I hope the store goes under and the idiots get frostbite where it hurts.

  4. bettybloop says:

    What stiff upper lips! These comments must be from a bunch of humorless prudes. Carry on with your boring lives, not having any fun.

    1. S P says:

      Hear hear! I was there and the clothes were pretty much icing on the cake. Made a bunch of friends and had a great time. It wasn’t that cold and if the wind would start blowing, we would all hug. 😀 Free hugs > free clothes.

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