Sneaker Store Issues Apology for Destroying Boxes To Deter Reselling

Last week, London-based sneaker retailer Offspring experimented with a new method to deter reselling for a release of unclaimed sneakers from previous raffles. Clips circulated on social media showed an Offspring employee jumping on several shoeboxes and an Instagram story posted by Offspring showing flattened boxes with the caption “We don’t wear boxes!” caught the attention of sneakerheads around the world.

The backlash for its experiment has now forced Offspring to issue an official apology. The apology posted on Instagram reveals that customers were alerted of the method to deter reselling and that it was done to ensure a fair release for the community. Offspring also noted, “The majority of people were happy but some were concerned about the value of the product minus the box and they chose not to purchase.” The retailer then condemned threats made towards its staff on social media and in-store despite admitting to its misjudgment.

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