Overview

• The original 6PM pop-up sale at Frankfurt Zoo on April 24 was shut down by police after an unexpectedly large crowd created safety risks.
• Organizers had anticipated 200 attendees, but police reported 2,000 to 3,000 people gathered, with some estimates suggesting up to 10,000 present.
• The event offered deeply discounted items, such as hoodies for €30 and T-shirts for €15, fueling massive demand among the brand's loyal fanbase.
• 6PM founder Achraf Ait Bouzalim has committed to restarting the sale on April 25 with a revised crowd-control plan to ensure safety.
• The incident underscores the challenges of managing hype-driven events tied to 6PM's scarcity-based marketing and dedicated community.