Fashion and lifestyle minichain Joy is challenging shoppers to ‘dare to bare’ to celebrate the launch of its new store on St Mary’s Gate in Manchester on October 31.
The first 25 customers to arrive in their underwear at 1pm will win a free outfit from the store.
The new 3,702 sq ft unit will stock the full range of womenswear, menswear and gifts and aims to enhance the brand’s presence in the North of England.
Joy, which opened its first store in Brixton in 1999, has 28 stores in the UK, 18 of which are in Greater London. The chain plans to open a store in York at the end of November.