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To announce the arrival of the YDE Spring/Summer Collection, we hung thousands of scented-trees inside store windows across South Africa's A-grade malls.

Deodoriser units spritzed the fresh flavours of apple, pine and citrus into the space, signalling that the season of change was upon us, even indoors.

Secret-scented tree inserts went out inside sealed SL magazines, prompting readers to guess the scent for a chance to win a forest full of fresh fashion, or at least get that rank, dank winter stank out of their closets.