As a PR-girl-in-training, I'm always captivated by PR stunts. I love this one by Ben Sherman. The premise is simple. They set up a shirt installation in the window of their SoHo store. Some of the shirts were on the outside of the window for anyone to grab, and grab they did.
As many a passerby helped themselves to a five-finger discount, the Ben Sherman people sat back and caught it all on tape. I guess these civilians take the Ben Sherman motto, "Looking good isn't important, it's everything," to heart. They'll totally go to any lengths to look good, and I love it.