REALLY CHEAP: On Friday, Swedish brand Cheap Monday celebrated its 10th anniversary with a guerrilla marketing event in in the center of Milan. At 4 p.m., the company gave away free jeans to those quick enough to flock to a temporary stand in the city’s Piazza Vetra, a stone’s throw from the label’s showroom. The jeans ran out in 10 minutes. The activity was announced on the most popular social networks earlier that day. “I came here an hour early and I got what I wanted” said Erasmus student Julia Farleigh. This is not the first guerrilla marketing event organized by Cheap Monday, which last month hosted the same initiative in ten different cities, including Paris, London and Hong Kong.

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