Diesel is redefining what it means to be a household name. The Italian denim company  launched a campaign to mark its newest business venture: Miami real estate. And true to the brand’s history of buzz-worthy advertisements, it’s dabbling in housing with a memorable marketing strategy.

Diesel is bucking tradition by promoting the luxury condos through basic T-shirts. The brand took to social media this week to debut a collection of 143 T-shirts called the “The Condo T-Shirts—The Most Expensive T-Shirts Ever.” Each shirt features a different floorplan and retails for the price of the unit, joking that the condo is free with the purchase of a tee. T-shirts (err, condos) in the ad come with price tags as high as $4.4 million.