Uniqlo Australia has harnessed the power of Instagram Stories to offer 100 free Kaws:Summer Uniqlo t-shirts to fans in Melbourne.
Ahead of the t-shirt's release on September 20, the activation took place this morning and revealed over a series of stories a previously undisclosed location where fans would be able to nab their free shirts.
Only the first 100 people in the queue were able to get a t-shirt and were offered coffee and donuts and were entertained by a DJ while waiting.
The giveaway follows a global launch that saw viral, frantic scenes in China with customers sprinting to the store and squeezing under the store door to be the first to purchase the line, which resulted in the collection selling out in minutes.
Courtesy of Uniqlo AU Instagram
The launch of Uniqlo's Kaws:Summer collection aligns with Uniqlo's appointment as a major partner of National Gallery of Victoria's Kaws: Companionship in the Age of Loneliness exhibition.
"I am happy to have this opportunity with Uniqlo to design a collection of t-shirts and tote bags inspired by some of my favourite sculptures that will be made accessible to a global audience," Kaws said.
The Uniqlo Kaws:Summer collection spans 21 pieces and includes t-shirts and canvas tote bags across adult and child sizing. It will be released on September 20 in all Uniqlo stores, on the Uniqlo website and at the NGV design store.
The adult shirts and tote bags will retail for $19.90 while the children's shirts will retail for $14.90.