Spanish apparel brand Desigual offered to give out free clothes to the first 100 shoppers on Jan 2, the first day of their January sales.

But there was a catch - those shoppers had to be half-naked in the 1 degree Celsius Madrid weather.

In spite of the weather conditions, a long line of hopeful underwear-clad men and women appeared in front of the store, US entertainment and news site allvoices.com reported.

They were given red ID tags after they were counted.

When the store opened at 9am, the half-naked shoppers entered and were allowed to pick out an outfit, consisting of one top and one bottom.

When they were satisfied with their finds, they proceeded to the cashier to get the security tags removed from the garments before getting dressed and leaving the store fully clothed.

It is believed that the Desigual sore in San Francisco will also hold a similar promotion.

Click on the thumbnails for more on the event.

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