How fashion works today: 1) something amusing and slightly outlandish goes viral on the internet. 2) We have a few laughs and say, You can’t be solemn. 3) Someone chooses the style is “edgy” or “ironic” (or worse, doesn’t see the trouble to begin with), and it becomes a trend. 4) More terribly dressed people in the world. Someone makes a profit.

That’s what occurred with the heinous shirt Japanese Prime Minister Yukio Hatoyama wore not too long ago. We, along with mainly of the other cyber commentators out there, assumed that Mr. Hatoyama had just gotten dressed in 1984 and never altered his outfit. Someone even said, Walmart wouldn’t even acquire it.

Turns out, the Japanese politico might just be a devious style genius…

The garment in fact came from a custom shirt retailer called ShirtsMyWay.com. Following Hatoyama’s fashion fiasco, the company has seen such an enormous interest in the style that they’ve now even devoted a page to him, calling the political figure a “fashion hero.” And, get this—you can order the tailored style online, if you’re eager to put down $500 for it.

So here’s what’s going to occur next: Before you know it, Opening Ceremony or Colette will pick this up and jack up the price to $1,000. Next, everyone and their mom from Kanye to Mary-Kate will be wearing one, at which point the mass retailers will start making a $20 knock-off that you can buy at … Walmart. Oh, the irony.