Justin Vernon of Bon Iver‘s fashion item of choice is a flannel shirt so it makes sense that he’s now selling flannel shirts as merch.
Printed with 22, A Million artwork, the shirt is produced, “with the highest quality canvas flannel fabric.”
Vernon recorded the first Bon Iver record For Emma, Forever Ago in a hunting cabin in Wisconsin in the middle of the winter where he no doubt developed a love for his essential clothing item.
Since then, he’s channelled lumberjack vibes for most of his press photos and videos, only ditching it briefly to turn up to the Grammys in a suit in 2012.
Yes, we know that this is becoming a fashion essay about Vernon’s clothing choices but it’s important for you to know the importance of the Bon Iver flannel shirt before you buy.
It’s on sale now over on Bon Iver’s website and Twitter is understandably freaking out.
Watch: Bon Iver – 8 (circle)
i just bought this $75 bon iver flannel and i hate myself for it pic.twitter.com/xlL604voQe
— Lucas Tunell (@lucastunell) October 27, 2016
Y'all really surprised that. Bon Iver is selling 75 dollar flannel shirts
— Rated R Superstar (@Shotgunrita) October 27, 2016
I hate myself because I want the Bon Iver 22, A Million flannel so bad. pic.twitter.com/ADUdCLOyik
— Mo 🐐 (@therealmohammad) October 27, 2016