El Chapo may have just been relegated to wearing drab prison duds for life but, back at home, he’s a fashion icon.

The exclusive “El Chapo 701” line dropped this week at the Intermoda fashion show in Guadalajara, featuring T-shirts, sweatshirts and flashy blazers inspired by the pint-sized druglord.

The brand is owned by Alejandrina Guzman Salazar, the daughter of Guzman and his first wife Maria Alejandrina Salazar Hernandez.

The “701” featured prominently on the clothing is a nod to Guzman’s ranking on the 2009 Forbes list of billionaires.

One white hoodie is emblazoned with a “701” and “Lord of the Mountain,” while a mosaic of the longtime Sinaloa cartel leader wearing a baseball cap is featured on a black-and-white striped T-shirt.

The Chapowear includes 20 pieces that range from $35 for shirts to about $100 for belts and jackets, Mexico News Daily reported.

The belts are made by prisoners at the Puente Grande prison in Jalisco, the maximum-security lockup Guzman escaped from in a laundry cart in 2001.

Proceeds from the sales will go toward supporting addiction treatment and inmate rehabilitation, the outlet said.

“There are people who give us a lot of support, who like it, who buy things and come from other places to distribute our products,” sales representative Adriana Ituarte told Mexico News Daily. “But there are some people who criticize us, who say we are promoting a drug trafficker.”

On Wednesday, Guzman was sentenced to life in prison plus 30 years for his running the bloodthirsty cartel that pumped tons of drugs into the United States.

This article was originally posted here