“It wasn’t really, ‘We need to create a charity T-shirt that we’re going to debut on Conner and then put up for pre-order the next day,’” Ives tells ELLE.com. “But we woke up the next morning, and our inbox was basically 200-plus people asking, ‘Where do I get this T-shirt?’” The brand immediately placed an initial factory order for around 600 T-shirts and committed to donating 100-percent of the proceeds to Trans Lifeline, a U.S.-based, trans-led peer support and crisis hotline. Priced at £75 (approximately $99), Ives and his five-person studio team hoped to raise around £60,000. The last time he checked, that number was hovering comfortably around £300,000. The brand has sold more than 6,000 additional units in the last week—perhaps due to a recent Evan Ross Katz post of Pedro Pascal re-wearing the T-shirt to the premiere of Marvel’s Thunderbolts—affording Ives the opportunity to open a warehouse to support indefinite orders.

Beyond the proceeds, the popularity of the T-shirt represents a hopeful emblem in a time when trans people are being targeted. “It’s acknowledging that we exist and that we’re never going to go away,” model and writer Ella Snyder tells ELLE.com. Ives echoed this, explaining that “there’s a labeling of ‘other’ with trans people, which I think is the most dangerous part, because while [governments are] chipping away [at trans] rights, they’re also creating this false feeling that these people are to be feared.” Both Snyder and Ives, who are American-born, also referenced the current political climate in the U.K., where the Supreme Court recently ruled that the legal definition of a woman is based on one’s biological sex at birth.