London, Oct 1 (ANI): A large number of Britons turned up at clothes chain Joy, wearing only their underwear, to take advantage of the shop's free outfit offer.
Joy, which has 21 branches nationwide, offered free outfits to the first 25 customers who turn up at their new branch at Upper Street in Islington, north London, dressed only in their underwear.
And, thus, the outlet had become a sea of bras, boxer shorts, and bikinis.
In fact, many young shoppers had queued since 9am in blazing sunshine ahead of the midday opening.
But the promotional strategy did not really amuse the police, as five officers dashed to the scene to tackle the semi-naked punters.
A policewoman told the girls they were guilty of "public indecency", and ordered a shop assistant to cover up a raunchy picture in the window display.
"I think there's been a sense of humour failure on behalf of the police," the Telegraph quoted Maureen O'Brien, buying director for Joy, as saying.
"We've done this in the City by St Paul's Cathedral, by the Tate Modern, in shopping centres in St Albans, Glasgow, Edinburgh - this is the only place in the country where they haven't allowed us to do it," she added.
"Police attended a clothes shop in Upper Street at around midday," said a Metropolitan Police spokesman.
"They advised the owners against holding a promotion whereby people were asked to come to the shop in their underwear in order to receive free clothing.
"The officer decided that we had a duty of care to the public and that with the variety of different people on the street, which included children and the elderly.
"This could be seen as inappropriate," added the spokesman. (ANI)