Emilie Roslund's ironic advert offers buyers a mohair jumper made by Acne, one of Sweden's most globally famous brands.
“I am selling a Acne cardigan that my old hookup forgot at my place a while ago. It is in really good condition, which is more than I can say about him,” the 28-year-old's post on Tradera, a Swedish online classified site begins.
“The cardigan is probably in size M and made of Angora-wool (mohair). My old hookup has tried to get it back a number of times, but I’m putting it out on Tradera because I believe that the cardigan can get a better owner this way,” she continues.
“If you are living in Stockholm you can come by and get it, if you show up the time you promised. I’ve had enough from dudes that can’t keep their word,” the advert concludes, with Roslund encouraging potential buyers to email her if they have any other questions.
Tradera is a Scandinavian website similar to eBay and is one of the Nordic country's biggest online marketplaces with over 1.3 million visitors every week. Roslund's revenge ad was the most visited post on the site by 11am on Thursday and had received more than 32,650 clicks.
— Tradera (@Tradera) January 14, 2016
The Swede responded to the surge in interest by tweeting that the cardigan “looks really nice actually, compared to him”.
Köp mitt fd raggs kofta som han glömde hos mig för ett tag sen. Den är väldigt fin faktiskt,till skillnad från honom https://t.co/2EzZKPVQGv
— Emilie Ebbis Roslund (@ebbiskatt) January 11, 2016
Most of the online reaction to the ad has been hugely positive.
The user @mrtyft tweeted: “This can actually be the best thing I've seen on the internet. The right thing to do!” while @HenriSpexarn commented “So. I LOVE this so much.”
The Twitter account @AgentSpeciell suggested that Roslund and her former lover may still be fighting over the cardigan, with him resorting to extreme measures to get the clothing back.
“The question is if it's your old hookup who created an account yesterday just so he could get back his old cardigan,” the user joked.
Bids for the cardigan had reached 715 kronor ($83) by midday on Thursday. Bought new, the product usually costs 2,495 kronor ($400)
Roslund will find out exactly how much she's been able to cash in on her former fling in three days' time.
Article by Emma Lidman