Think of it as the Yo of the fashion world.
With a soon-to-be-launched shopping app, you can buy anything you want, as long as it's one model of a black v-neck t-shirt.
A two-week-old company that hasn't even launched it's app yet but is getting lots of buzz claims it will sell only this item when it does. The founders of BlackV Club told ABC News that this new "radical approach to fashion" is what's so surprising.
"Shopping for clothes is very time consuming and exhausting," Edward Lando, one of the founders, told ABC News. He and Yagil Burowski are also co-founders of the app Notice.
"We don't enjoy the experience at all, whether it be online or offline. The process of having to pick from hundreds if not thousands of options without knowing if what you're picking is going to look good on you is not enjoyable. Most of our friends don't shop online for this reason," Lando said.
Once the black t-shirts run their course, the app will sell another single, yet-to-be-determined item.
"BlackV Club believes in eliminating choice and featuring items that will look great on our members, one at a time. We’re particularly interested in featuring cool brands on the rise," said Lando. "At the moment, shopping for clothes online involves taking too many decisions, especially if you aren’t an expert in fashion."
Lando said each sale will be an event and he expects it will sell out every time. The app is expected to launch in a few weeks, but there's a live website where potential customers can request "membership" and be notified of upcoming sales.
"We wanted to help busy people look at their best without the hassle," Lando said. "And we're going to do that by selling you one item at a time through our app. We don't intend to produce our own items. We want to feature brands that we love."