It was a muted yet undeniable glee that pervaded American Apparel's flea market-style warehouse sale in London today, where shoppers lined up beginning at seven in the morning to pilfer the controversial brand's heavily discounted hoodies and hot pants. The event, which started at 9 a.m., was rebranded following last year's sale, which led to dangerous riots on the streets of London that left ten police officers injured. What was last year's "rummage" sale is this year's "flea market." What American Apparel lacked in security last year, they paid £35,000 for this year. And where shoppers had been left to go cold and hungry, they were fed complimentary bagels and coffee this time around.
But their motivations for showing up had nothing to do with a good, safe time, or free, cold bagels.
American Apparel Flea Market [Guardian UK]