A Wellington company struggling to find money to get off the ground has had an endorsement from pop sensation Justin Bieber after a publicity stunt gone right.
Jamstreet clothing, which specialises in locally-themed basketball singlets, was launched two weeks ago.
The streetwear company's co-founder James Terry, 30, said as there was no money for marketing or advertising, they decided to take a unique approach to getting the word out there.
Jamstreet asked a local radio station to present teen pop sensation Justin Bieber with one of their singlets when the singer was here on a promotional tour.
Sales have jumped since paparazzi snapped Bieber in California this week wearing his Jamstreet Aotearoa singlet.
''We got a photo of them handing him the singlet and that's all we thought we were going to get. We were stoked that he decided to wear it out of all the things in his wardrobe,'' Mr Terry said.
The company may have only been around for a fortnight but is already approaching its three month sales target.
Though sales had jumped since Bieber was snapped in the singlet, Mr Terry said he would like to think not all the success was because of the pop singer.
''We were building nice traction before this. We are basically out of the back of a van start-up.''
Jamstreet has also presented singlets to Kiwi celebrities like Dallas of Fat Freddy's Drop and All Black Victor Vito.
- © Fairfax NZ News