Last Monday, Burberry and its new chief creative officer, celeb favorite and Givenchy alum Riccardo Tisci, kicked off the week with the news that, in response to backlash, it would no longer burn unsold clothes, and that it would join the ranks of Gucci, Versace, and Michael Kors as one of the largest houses in fashion to recently go fur-free. Now, it turns out that isn’t the only big news they have coming ahead of Tisci’s runway debut. On Wednesday morning, Tisci Instagrammed a selfie announcing “DROP ZERO,” meaning that the plain back tee he’s pictured wearing—his first-ever piece for the house—would be available for purchase for just 24 hours, a window of time that kicked off this morning.
While “T” found alongside the “B” for Burberry emblazoned on the shirt would seem to stand for “Tisci,” the shirt is actually named the Thomas Burberry Monogram T-shirt after the 162-year-old company’s founder. (Not that that’s stopped some more online backlash criticizing the house of leaving behind its heritage by pulling a Supreme.)
Seeing as some of Tisci’s biggest fans are also avid users of Instagram—see: Kim Kardashian and Bella Hadid—his post also, of course, immediately attracted comments of support from industry favorites like Lara Stone, Naomi Campbell, Vittoria Ceretti, Irina Shayk, Mert Alas, Lily Aldridge, and Maria Borges, to name a few, most of whom responded with fittingly black heart emojis. Fellow designers Virgil Abloh and even Helmut Lang also “liked” the post, and Lily James has already posted a photo of herself wearing one on her Instagram story. (Matt Smith, for his part, already has a hoodie version.)
Since time is of the essence, moving on to how you can actually nab one of the tees…they’re now available via both Instagram and WeChat. If you aren’t so quick on the draw—or don’t currently have the budget for a $390 T-shirt—fret not: Tisci’s first collection for Burberry will also be available for purchase just 30 minutes after the house’s Spring 2019 show this upcoming Monday, during London Fashion Week.