While it is debatable whether this hybrid Prada men’s shirt featuring one of the Italian brand’s signature prints is worth the HK$9,650 price tag, there’s no denying that it is hands down the men’s item of the season. Newly minted fashion icon Jeff Goldblum sported the shirt on Jimmy Kimmel Live! earlier this summer while American rapper Pusha T gave it some street cred at a perform­ance in New York.

The item debuted during Prada’s autumn/winter 2018 menswear collection show in Milan in January and has become known as the “flame shirt”. From highbrow publications such as The New Yorker to Instagram influencers and menswear geeks, everyone has weighed in on this piece of clothing, which has avid Prada fans and hypebeasts alike eagerly awaiting the next drop after it sold out almost as soon as it hit stores last month.

Some find its boxy shape and loud patterns tacky but given the current obsession with dad fashion and all things hideous, we are not surprised by its success. Miuccia Prada, who pioneered “ugly chic” back in the 90s, is riding this new wave with aplomb.