Andrey Rublev officially launches his own clothing line, Rublo

Get ready to click add to cart. Just in time for the holiday season, Andrey Rublev has officially debuted his new original clothing line, Rublo.

Rublev announced the official launch of the brand on Wednesday by posting a moving video posted to his social media channels. Drawn in anime style, the main character—who bears a striking resemblance to Rublev himself—jumps from a cliff at sunset as a tear falls from his eye, but as he leaps, he's transformed into birds, which come together to form the brand's logo.

It's symbolic of the reasons why Rublev decided to create the brand in the first place, and the impact he hopes it makes.

"I just want to be honest and speak the truth. Everyone deserves a chance. All the income from the collection (100%) will go to children in need," he wrote. "It’s not about business this time, because I’m not gaining anything. I believe that people’s ego only brings bad things, and the bigger the ego, the worse things happen.

"No matter how people treat you, even if they treat you badly, the most important thing is to keep the light inside and make your ego as small as possible."

Rublev first announced in January that he'd be transitioning from wearing Nike to his own clothes on court, and insisted that the line is "not about clothes."

"I know I’m depressive and always have been thinking about life and death for too much, but before my days will end I will keep fighting for what I believe, what I love and who I love,” he said at the time.

The collection is currently available online at rubloshop.com and features T-shirts designed with the stencils of various global locales, as well as joggers, shorts, hoodies and zip-up jackets.