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“The hotter the day, the less you pay!”. Fantastic promotional idea from menswear label Social Suicide to celebrate the launch of their new Ganton Street outlet.

Depending on how hot it is in our fair capital this summer, Social Suicide will be offering you the equivalent money off their current SS09 collection, The Beaufort Scale. If it’s 21 degrees on the thermometer, then you get 21% off, if it’s (a miracle) 30 degrees, then 30% off – simple system, beautifully implicated. Whether it’s a scorcher or not, the shop’s well worth a visit and not even London will hit freezing for a little while yet, so you’ve no excuse… Social Suicide, 8 Ganton Street, London, W1F 7QP