Anyone who loathes the experience of spotting a stranger wearing the exact same piece of clothing as them needs to look away now.
Hot on the heels of Zara’s viral £70 coat, which was sported by so many women across England and the world that it spurned its own Instagram account and resulting cult status, comes a new piece of outerwear rapidly taking over the chilly British high street.
Meet That Puffa, a cropped green Urban Outfitters jacket so popular that it is already starring in its own Instagram account.
Designed by Light Before Dark and priced at £76, the viral puffa jacket is a piece of padded wonder that is perfect for the transitioning autumn-winter weather.
It is also available in a variety of six colours, from a muted rose pink to a zesty lime green.
Read more: Why this £70 coat from Zara has gone viral
As proof of its popularity, That Puffa Instagram account has been charting spots of the jacket across the country, from supermarket aisles to University libraries.
Although the green version of the coat is currently sold out online at Urban Outfitters, Puffa fans can have their pick of the other colours still up for grabs on their website.
And the green version will be back in stock both online and in stores from 13 December – just in time for Christmas.
Having garnered over 1,000 followers since kicking off five weeks ago, we reckon That Puffa will soon be just as popular as That Coat.
Read more: This season's best and cosiest winter coats
Keep your eyes peeled for sightings of the green beauty...