The Australian label Tight Knickers pulled off one of the more memorable stunts in Australian Fashion Week history by dispersing $15,000 in $5 notes into the crowd after their fashion show this year.

The team behind the label described it as a social experiment, and it was certainly an eye opener to see who scrambled for the money and who let it be. Now the label is at it again. News comes that every Monday until Christmas representatives of the label will wander the streets of Sydney and hand out Tight Knickers clothing to the homeless.

A cynic might see the stunt as nothing more than cheap marketing; an optimist as a kind gesture. Nevertheless, the news reminded this writer of a joke by Jerry Seinfeld – something about the homeless needing homes more than hip t-shirts.