A shopper in Primark was left "humiliated and embarrassed" after claiming to be made to strip down to his underwear on the shop floor.

Craig Heilbronn popped into Primark in Hanley last Thursday (February 16) after noticing his jeans were ripped, leaving his backside exposed, he told Stoke-on-Trent Live.

He selected a new pair and went to the dressing room to try them on.

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Craig, a motor traider, claims he then asked a shop assistant if he could keep the trousers on and take the tag to the till to pay.

But when he reached the checkout, Craig says he was told Primark's policy that labels had to be attached to clothes before they can be sold.

The 47-year-old was then asked to take off his trousers, right in the middle of the shop.

Primark has since apologised to Craig for the "misunderstanding", but deny the shop worker explicitly asked him to remove the trousers.

Craig said: “I went into the changing rooms, I put them on and spoke to the lady. I explained about my trousers and showed her. I said ‘can I keep them on and take them over to the till?’ She said ‘no problem, just take the tag over with you'.

“I had the tag in my hand. I passed it to the cashier, she said ‘what is this?’ I said ‘it’s the tag off these trousers, I ripped all my jeans, so, I had to put them on. The lady over there said it was OK'."

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He was then told by the cashier this was not allowed.

"I said to her ‘what do I do? Do I take them off?’ She said ‘well I need them'.”

Craig says he then removed the new pair of trousers, leaving him rather exposed in a busy shop.

He added: “I took them off in front of everybody. There was loads of people. There was a few people laughing. Some people were recording, I could see the recording light on. I was embarrassed and upset."

Craig then ended up leaving the shop without buying the trousers and has since lodged a complaint with Primark.

A Primark spokesman said: "We're sorry for any misunderstanding that occurred in the store. We do require an item and its tag to be presented together at the till point, but would not expect someone to change in the queue.”

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