Burberry is about to launch its first streetwear-style flash drop, available for just 24 hours

Riccardo Tisci is a man who understands a millennial, digitally savvy, audience.

First Burberry’s new Chief Creative Officer changed Burberry’s iconic logo and made the brand fur-free for the first time in its history, the he launched a reworked version of Burberry’s iconic check as part of his debut collection for the brand.

Today Tisci announced the debut of a new sales strategy of monthly product drops that will be available for just 24 hours and sold exclusively through the brand’s social media platforms.

Why? To grab the attention of generation ‘gram.

Taking inspiration from streetwear brands like Yeezy and Supreme, Burberry will launch a new product (or products - they’ll range in scale and availability) on the 17^th of every month, starting tomorrow, which will be available to purchase exclusively via brand’s Instagram, WeChat, Line and Kakao, the latter of which are popular mobile messaging platforms in Asia.

The first release of these monthly drops is called “B Series,” and will be available for 24 hours starting at 12 p.m. U.K. time on Wednesday.

The first drop consists of two very similar unisex products, one a white t-shirt (£290), the other a white long-sleeved jersey sweatshirt (£450), both featuring Burberry’s new TB monogram in red on the chest.

The new monogram, which launched in August 2018, was designed in collaboration with British graphic designer and art director, Peter Saville. It celebrates the heritage of the fashion house through using the initials of the brand’s founder, Thomas Burberry.

Tisci first teased the “B Series” concept back in September, just before he showed his debut collection for the brand at London Fashion Week. The surprise product drop he released that day of black TB monogram hoodies and t-shirts, was promoted on Instagram by celebrities such as Rihanna, M.I.A, Irina Shayk, Dua Lipa, Tom Hardy and Lily James, and, like tomorrow’s drop, was only available to shop for 24-hours.

Tomorrow’s product is almost exactly the same but in white.

Yet while the product itself might be simple, these tees are destined to garner an if you know, you know cult status among fashion fans in the same way a limited edition Supreme hoodie might.

Unlike Supreme though, Burberry’s appeal extends far beyond the realms of hipsters and streetwear enthusiasts. Prepare to see these tees flood your Instagram feeds.

We’re all hypebeasts now.