The tea on why the Payless Prank is actually brilliant

Payless (yes, as in the discount shoe store typically in malls or shopping centers) has just become the troll hero of the modern era.

In order to prove shoppers will pay top dollar just for a high-end label, the brand hired an ad agency who fabricated “Palessi”, a fake boutique specializing in shoes.

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Whitney Alese

Whitney Alese

Whitney Alese is a writer & podcaster, featured in WIRED Magazine (Sept 2020) & I-D Magazine (Dec. 2021) She is based in Philadelphia.