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Every January, select New Yorkers brave the elements to participate in the No Pants Subway Ride, an event staged by the Improv Everywhere prank collective. Participants board the subway in the middle of winter sans pants, to the great amusement of surprised onlookers.

This event presented the hair removal salon Shobha with a unique opportunity to publicize their service. In January, The Manhattan-based salon sent a team of pants-free participants to the event in underwear proudly bearing the Shobha name.

Source: Shobha