This is a new release from American Crew. I used to use the Fibre (which is the blue colour and their most popular variety). This matte clay has a less shiny finish and stronger hold. My barber got me on to it but it costs $32 in store. Found online for >50% off.
Also seems to be a few good products on this website at around 50% off. Easily buy $48 worth of stuff to get free shipping.