The tables turned on Steve Price during a live cross on Australia's The Project when hosts Waleed Aly and Carrie Bickmore stopped the interview in its tracks to troll the controversial shock jock's outfit choice.
Price was extremely rugged up when he appeared on Wednesday night's edition of the program to discuss comments rugby league commentator Phil Gould made about two female spectators during the Anzac Day clash between the Roosters and the Dragons.
And just moments into Price defending Gould, Aly made one observation that caused the panel to lose control.
"I like that you've come prepared for this interview, Steve, but there won't be any hiking," Aly quipped about Price's jacket.
His co-hosts Carrie Bickmore and Peter Helliar broke into fits of giggles and slumped over the desk.
"This is my new jungle sponsor," Price laughed, pointing to the jacket's Kathmandu label.
But the hosts weren't ready to let it go.
"Sponsor of what? The new sponsor of Steve Price? What do you mean?" Bickmore probed the shock jock, who tried to wrap it all up by saying it's "just a jacket".
"Only a jacket?" Bickmore continued to laugh. "When have you ever worn an outfit like that in normal life let alone TV?"
Then Helliar jumped on board: "You sure we can't get you a Gatorade, Steve?" he inquired.
As Aly attempted to get the interview back on track to the original topic, Bickmore joked Pricey's outfit is "more outrageous than what we were talking about before!"
After a few merciless minutes, Price was allowed to go.
"Thanks Pricey, we'll leave you to go get warm," Bickmore ended the interview.