The men stepped out in boxer shorts, bowler hats and socks with suspenders in search of some stylish clothing, and in-turn, according to St Luke's Communications, which devised the campaign, the stunt created a lot of buzz online.
They wore t-shirts featuring the strapline: "Have you seen my-wardrobe.com?", which were designed to drive consumers to the website's new men's section.
St Luke's devised the campaign after My-Wardrobe.com tasked it with creating a concept that would generate an instant buzz around the brand.
, which launched in April 2006, hosts collections from over 100 well-known womenswear and menswear designers, including Paul Smith, Vivienne Westwood and Polo Ralph Lauren.
The new menswear site will be updated weekly with new items.
Video footage was provided by St Luke's.