17 hours ago | By WGSN Insider
Apr 08, 2016
By Petah Marian
Dramatic scenes are unfolding in East London this morning, as online fashion site Lyst has “kidnapped” a DHL driver, holding him hostage at its headquarters, demanding 1,000 DHL T-Shirts in return for his release.
In an inspired PR move, DHL driver Tony Robinson was lured into the online operator’s Hoxton Square headquarters by a seductive masked girl squad. Lyst tweeted @DHLExpressUK telling the logistics company of Tony’s whereabouts, along with a link to their demands.
Lyst described the moves as a “dramatic response” to real customer demand for DHL t-shirts by cult fashion label Vetements. More than 30,000 shoppers have searched for DHL t-shirts on Lyst in the last week, and despite Lyst boasting the best selection online of the must-have piece, the T-shirts are almost all sold out.
A spokesperson for the site said: “We’ve seen unprecedented demand for the £185 Vetements T-shirts. For every DHL top sold, 280 shoppers are trying to buy it. We know Vetements won’t be making more of this style, so we’re taking the challenge direct to DHL. We’re willing to go to any means necessary to make sure Lyst customers get what they want.”
DHL has asked that Lyst release Robinson so that customers in the East London area can continue to receive their packages.
There has already been some backlash to the stunt, with one journalist tweeting:
Rejected Lyst marketing ideas:
Pretending to release the Zika virus in London
Some sort of plane crash
— James Cook (@JamesLiamCook) April 8, 2016
This is not the first time that DHL has made light of the fashion industry darling’s appropriation of its logos, with DHL Express CEO, Ken Allen, trying out the Vetements t-shirt on Twitter.
We’re just hopeful that DHL comes through with the T-shirts and that Lyst sends some our way.
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