Store 21, in Chapel Road, offered gift vouchers to the first 21 customers who turned up in just their smalls between noon and 1pm today (Saturday, October 13).

A queue of around 15 fearless folk gathered in the autumnal conditions before staff ordered a mass de-clothing at midday.

Others joined in from the growing crowd of amused onlookers who had gathered to watch the hardy souls who dared to grin and bare it.

Yet more stripped on the spot as they walked by and spotted the promotion, aptly named Who Bares Wins.

But some customers felt they would keep themselves covered, with one woman customer in her 60s muttering "If I walked in there in my underwear, everyone would run away."

The final vouchers were snapped up shortly before 12.10pm, leaving organisers and shoppers alike delighted.

Camilla Lawson, from Store 21, said: "It's been a real success. We had a great crowd and I think it's been really popular.

"I didn't expect it at all. Especially because when I got here this morning it was pouring with rain and I thought 'no-one is going to want to do it', so I'm really, really pleased."