Strike while the iron is hot, they say. Well, one shirt company is trying to do just that by leveraging its connection to notorious drug lord El Chapo. After photos emerged of Sean Penn interviewing El Chapo in his jungle hideout, the Los Angeles menswear brand Barabas is playing up the fact that Joaquín Archivaldo Guzmán Loera wore its shirts during the in-person meeting and in video follow-ups.

One of the button-down shirts, which are best described as ugly, features a loud blue paisley print, while the other has a curlicue design atop grey and blue stripes. The ensuing attention generated by the El Chapo connection caused the Barabas website to crash although if you really, really want to dress up like El Chapo you can still score one of the shirts at Amazon.

Barabas has been flooding its social media accounts with images of the shirt and is even running a contest where you can win one of the tops by liking the brand’s Facebook page.

Capitalizing on internet phenomena is nothing new. Roman Originals, the company that made the dress that was either blue and black or white and gold, saw sales skyrocket after a BuzzFeed post went viral.

via barabas

via barabas

Justin Tejada is a writer and editor based in New York City. Follow him on Twitter at @just_tejada.