This exercise is certainly different; no barbell, dumbbell, kettlebell. Take a bunch of chains and attach it to some kind of handle. The one pictured is a soft, cable crossover handle. A single D handle (one that is used primarily for cable crossovers) is another option.
You could even take a sled strap, thread it through the chains and do the same thing. The bottom line is that you have to get some kind of handle to hold the chains.
This is a great variation to upright rows and something to turn some heads so you can't turn your head (developing a massive yoke will give you that!)