Mania for KAWS x Uniqlo tees: Fast fashion brand finds Midas touch in China

By Zhu Lingqing | chinadaily.com.cn | Updated: 2019-06-05 16:10
Chinese customers line up in front of a Uniqlo store to buy the special KAWS x Uniqlo UT collaborative capsule in Jinhua city, East China's Zhejiang province, June 3, 2019. [Photo/IC]

Pictures, videos and gifs showing how crazy it was when Chinese shoppers swept the Uniqlo store and battled with each other to get T-shirts from the KAWS x Uniqlo collection on Monday, its release day, have gone viral on social media.

The whole scene looked just like a clip from a zombie film, as people hurried to wait for the store's security gates to be fully open had no hesitation crawling underneath to rush to the tees.

When nothing related to KAWS was left on the shelves or hangers, customers undressed the mannequins wearing samples and snatched other people's trophies before the checkout counter for a last shot.

As the frenzied crowd grabbed the masses' attention, questions have been raised about KAWS, Uniqlo, their collection, scalpers and fast fashion retailers' business strategies in China.

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