Shoppers in Oxford's Cornmarket Street on Thursday could be forgiven for taking a second glance at workers in one store.
Staff at handmade cosmetics shop Lush stripped off to urge customers to go naked' and buy products without packaging.
However, they did manage to maintain some dignity with carefully placed aprons that read: "Ask me why I'm naked."
Staff shed their clothes between noon and 1pm to bring home the point.
Co-manager Ms Greet said: "For the 15 minutes before we went out, we were all a bit nervous, but it felt like we were doing something special and doing our bit to help the environment."
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