Perhaps this is 80% scripted, but it sure is amusing.
Step #1:
A graffiti artist called Kidult tags the Marc Jacobs store in Mercer Street, New York and shows the results on Twitter:
Step #2:
Marc Jacobs releases a t-shirt featuring a picture of the tag, priced at $689 unsigned, and $680 “signed” by Kidult, again announced on Twitter.
Step #3:
Kidult releases his own t-shirt, priced at 6,89€.
(Via Highsnobiety.)