How Much Can You Fit in Your Mouth?

There’s a specific species of brand promotion designed not to sell product but to generate an image: the absurd stunt. Mavi, the Turkish denim label that’s been moving jeans across Europe since the nineties, staged one of the more memorable versions at their Berlin store—an "all you can carry" giveaway with a literal catch. You could walk out with as many free jeans, shirts, and bags as you could physically transport in your mouth. Stack it on your teeth, clamp your jaw, waddle to freedom. The first hundred people through the door got that deal; everyone else got a twenty-five euro voucher. It’s clever in the way these stunts always are: you don’t remember the brand so much as the image of someone shuffling out into Neue Schönhauser Straße with a tower of denim balanced on their lower lip.