Semi-naked men walk the streets for my-wardrobe.com

LONDON - A posse of semi-naked men is walking the streets of London today to promote the launch of my-wardrobe.com's new menswear range.

mywardrobe.com... campaign
mywardrobe.com... campaign

The men, who were decked out in Paul Smith boxers, Falke socks complete with sock suspenders and a bowler hat, are attempting to attract the attention of men with a penchant for stylish clothing.

By wearing T-shirts bearing the strap line: "Have you seen my-wardrobe.com?", the experiential activity, devised by St Luke's, aims to drive men to the website's new dedicated section, which offers clothing from brands such as Vivienne Westwood and Ralph Lauren.