Taxi top advertising has always been effective.

In fashion, the first designer to advertise on a taxi was Helmut Lang. in 1998. Two decades later, although Lang himself is no longer with his eponymous label after he retiring in 2005, Helmut Lang has released an NYC-Taxi inspired capsule collection to pay homage to the designer’s historical move in fashion marketing.

The collection, which is now available at Helmut Lang stockists, consists of three hoodies that feature archival Helmut Lang imagery taken by Iain R. Webb, photos originally published in the book “Postcards” from the Edge of the Catwalk. To make the event more memorable, the label has sent out 275 Helmut Lang branded taxis circulating New York City.

If you don’t buy into this sort of street fashion, let’s just appreciate these images shot by New York-based photographer Alex Lee.