BANGKOK (AFP) — In a bustling Bangkok market, hundreds of wholesale vendors have been selling black clothing since dawn — several with hefty discounts — in honor of Thailand’s late former queen.

Rows of black T-shirts at a small stall hang near a banner reading “black shirts 40 baht” — a fraction of the usual price of 200 to 500 baht ($6 to $15) — drawing a steady stream of shoppers.

“We sell at this price so all Thais can wear black to pay respect to the queen mother,” said the business’s owner, Thanachote Siripadungdech, who launched the promotion shortly after the palace announced former queen Sirikit’s death.

Sirikit, the mother of King Maha Vajiralongkorn, died on Friday last week at the age of 93.

The royal family holds a central place in Thai society, with portraits of its members seen in homes, offices and public spaces across the country.

Since Sirikit’s death, the government has declared a year-long mourning period for officials and urged the public to wear traditional Thai mourning colors of black or white for 90 days.

The commerce ministry also has warned businesses against price gouging and set up a hotline for complaints.

Some clothing stores in shopping malls and wholesale vendors have switched their stock to somber hues, seeking to capitalize on the nation’s grief.

But Thanachote, 53, said he had lost a significant sum in the past week by selling shirts at least 100 baht a piece below cost.

“I am stable in life now and I have no debts so selling at a loss is fine by me,” he told Agence France-Presse (AFP).

“I just want to do something for the queen mother and the royal family,” added the vendor, dressed head-to-toe in black while fielding calls from suppliers in Thailand and China.

“They had worked so hard for Thailand. Now it’s my time to pay back,” he said.

Thanachote said he was giving away 200 shirts to senior citizens and low-income families.

Nupap Khiaochaiyaphum, a 57-year-old farmer from northeastern Khon Kaen province, said she was grateful for the two free black polo shirts she got from his stall.

“I have black shirts back in my hometown, but not here (in Bangkok),” she told AFP.

“I love the monarchy so I will wear this to mourn the queen mother.”