Clever to use a Fwd: subject line for a (probably?) marketing emails. Dan Frommer called it “messy” marketing in his last email.

A forwarded email chain follows, quoted-message lines and everything: “Ok, let’s do this,” Michael Preysman writes. Do what? Scrolling down, a voyeuristic puzzle unfolds, leading back to an original Everlane promotional email from 2014.

What is this?

It took me a second to figure out what was going on, and that I hadn’t actually been forwarded actual internal emails from a company CEO. That’s been particularly top of mind lately, after The Verge published “leaked” embarrassing Slack screenshots from Away, the luggage startup, which went viral and created a PR crisis.

Probably only works once.