A Fleet fashionista has become a viral success, with a video in which he features racking up more than half a million YouTube hits since it was posted less than a week ago.

The video captures reactions of traders from the 12 Hour Store where six small businesses had the opportunity to trade on the corner of Oxford Street and South Molton Street in central London for the day in October.

It was part of the Big Things Start Small campaign by smartphone and tablet payment technology firm iZettle.

Tom Hardless, of Iam Vibes, who lives in Fleet, was one of the businesses to trade alongside global retailers in one of the busiest shopping locations in the world.

Wearing dark clothes and with his distinctive long, dark hair, he is seen celebrating the beginning of his stint at the shop, working at home in Connaught Road and walking the streets of London.

He said: "Taking part in iZettle’s 12 Hour Store was a dream come true and I will never forget the 12 hours of magic and fun I had.

“It didn’t just give me a physical space to trade from, it gave me a huge morale boost and made me realise how lucky I am to have a brand that people believe in and want to be a part of.”

The 12 Hour Store idea was a partnership between iZettle and Forsman & Bodenfors (F&B), an award winning advertising firm that won Independent Agency of the Year at the Cannes Lions International Festival of Creativity 2014.

Karolina Widell of Forsman & Bodenfors said: "We’ve always pushed and broken boundaries with our creative work at F&B.

"iZettle is doing in the payments industry what we do with our campaigns therefore it was a perfect partnership for us; we think alike and have the same approach.

"The video has been extremely well received and we’re pleased that the concept has enthused over half a million people in the UK and beyond.”

Johan Bendz, chief marketing officer at iZettle, added: “Our mission is to help small businesses think big and grow their businesses – the 12 Hour Store has achieved just that.

“We are the first payments company in our space to do a big marketing push and give small businesses a taste of their prosperous future.

"The success of The 12 Hour Store, combined with the video going viral, shows there is a huge appetite for these kinds of initiatives so it’s likely you’ll see even more activity like this from us.”

In another video promoting his business ahead of his day in the 12 Hour Store, Mr Hardless is seen working in the bedroom of his Connaught Road home, on viewing platforms around Fleet Pond and taking fashion shots in the woodland surrounding it.

The video can be viewed

.