On the 21st Aug, after a campaign of internet activity, graffiti and masked-up leafleting, protesters succeeded in getting a clothes shop to change tack on its ad campaign. Boxfresh, a Covent Garden clothes store, had been trying to fuse their brand with the Zapatista struggle in Mexico by using Zapatista images on grafitti around London, tagged with the Zapa phrase 'We are You' and the Boxfresh logo.

Space Hijackers, a group of 'anarchitect' protesters, dressed up Zapatista style and flyered customers visiting the Boxfresh store, until the company heads admitted: "You caught us with our pants down and we realise we were wrong." They agreed to donate profits from their Zapatista merchandise to the cause; to install a computer with Zapatista sites instore; to stop using the the shop logo on the Zapa ads, and to carry leaflets instore, properly explaining the Zapatista story.