In the months following the release of an article that apparently brought to light internal issues at Pyer Moss, the brand maintained a low profile until the holiday season.

With the hope that the internal matters had been addressed during this period, on December 4th, Pyer Moss engaged its customers with the intriguing question, "Have you ever wanted to feel like a real-life criminal? This is your chance." To immerse participants in this unique "criminal" experience, Pyer Moss organized a "Loot Out" event. Customers were presented with the option to pay $100 for a one-minute loot-out experience or $300 for a five-minute session, allowing them to seize as many unreleased or sample apparel items as they could within the allocated time, provided they fit.

Since its establishment in 2013, Pyer Moss has consistently paid homage to the black community. From the inaugural show in 2015, featuring police body cam footage, to incorporating elements inspired by black invention in the first Couture show, founder Kerby Jean-Raymond has dedicated himself to giving back to the community that has supported him.

The online reactions to the Loot Out have been diverse, with some expressing concerns about the promotion of criminal activity, while others hail it as "high art." Pyer Moss, however, seems to be reclaiming negative stereotypes imposed on black people, stereotypes that have historically been used to control protest methods in the country.

In response to the country's economic decline, there has been an increase in store lootings from Los Angeles to Miami to Atlanta, sparking significant discussions on how to address these incidents and understand their underlying causes. The question arises: Are individuals engaging in these lootings out of necessity or indulgence? Many participants appear to be grappling with the adverse effects of a post-capitalist society, prompting a broader societal inquiry into whether they are truly to blame. Drawing inspiration from this economic backdrop, Pyer Moss is reshaping the luxury experience for Black customers by providing a secure environment for the expression of such activities.

Drawing parallels to the chaotic scenes of customers lining up for Black Friday deals in the 2000s, a period often marked by physical altercations not dissimilar to actions associated with looting, Pyer Moss is orchestrating a comparable level of excitement that parallels other structured events created by capitalism that works to deliberately disconnect customers from the harsh realities associated with Black Friday and recent store lootings.

As Pyer Moss marks its 10th anniversary, the brand's redefinition of what it means to be a "criminal" adds to the ongoing societal conversation on how criminality is perceived and its pervasive impact on the everyday lives of Black individuals. It prompts us to contemplate the fundamental question: What truly defines a criminal in our society?