Barbour Steve McQueen Randall sweatshirt
It's officially called a 'crew neck sweater', but I think it's better suited to be called the Barbour Steve McQueen Randall sweatshirt.
The 278 you ask? That's apparently McQueen's registration number for the 1964 International Six Day Trials, in which he raced for team USA. £89.95 is the price - there's a (cheaper) t-shirt equivalent too.
Find out more at the Barbour website