IIRC, Rivendell charged a similar price for LS shirts. Expensive, but for small-run, MUSA garments, acceptable. LLB and LE charge $50-$55, and those are made in bulk overseas, I am sure. Synthetic LS jerseys in this year's (or probably, next year's) style can easily go for twice that. And these flannel shirts are hi tec, not just cotton or wool flannel.
But onward to a relevant tangent: The cycling market is fashion driven; that's obvious. But it's interesting and comforting to see that fashion sometimes brings back useful things, when usually it is annoying and even dismaying for its triviality, expense, and fatuity -- $200 sunglasses? $500 shoes? I realize that top of line accessories might very well be better in some ways, but I am not convinced that they are $150 or even almost $250 better* than Tifosis. * $300 sunglasses!
https://www.oakley.com/en-us/product/W0OO6046?variant=888392464033 (And sheeit, how silly they look.) This is like Vogue.
I recall that a couple of years ago The Fashion Market brought back what I saw described on 1 site as an innovation in technology that allowed better adjustment of your shoe. That technology? Shoelaces. It' still around, even 2-3 years later!
Me, I hope that flannel shirts and baggy nylon shorts and pants become the fashion must-haves for 2020, and that Rivendell becomes the vendor of choice.
Personally, I do pay full retail for good cycling garments if need be, but not because they are the latest fashions. But I suppose that, if idiots pay too much for things just because they are new this year, that helps keep the cycling industry going for the rest of us.