Men’s fashion brand Strellson recently proved it was on trend by turning its online store into a “Like Shop”. For several weeks, customers didn’t need to reach for their credit cards to treat themselves to some dapper threads: instead, each item could be paid for by a specific number of “likes”. But how to raise that virtual cash? Simply paste your own face onto a photo of the outfit and post it on social media. Once you’ve reached the required number of “likes”, the desired piece is yours. In just two weeks, the operation made Strellson a social network phenomenon and exploded awareness of the brand among male consumers. Forget Bitcoin: likes are the new currency.