The Halfsleeve F/W 2013 look-book mixes classic American label Tommy Hilfiger's signature colors and textures with the irony of fashion comedy.
Reading 'Surry Hilfigga,' this collection follows the tendency of popular urban-wear parody of luxury brands. This has been done with brands such as Comme des Garçons, Céline and Hermès—cheekily renamed 'Comme des F*ckdown,' 'Céline Me Alone,' and 'Homies,' respectively. The re-appropriation of a well known brand's logo has made for a modern version of ironic t-shirt, it oozes with the urban appeal of irony.
The Halfsleeve F/W 2013 boasts über-cool pieces such as towels, beanies and even a Surry Hilfigga take on the American brand's classic red/white/blue rugby jersey. It surely will not be long before these tongue-in-chic pieces are popularized by a blogger, tastemaker, or perhaps rapper A$AP Rocky.
Ironic Americana Apparel
The Halfsleeve F/W 2013 Collection Appropriates a Classic Label
Trend Themes
1. Ironic Apparel Trend - The trend of ironic apparel featuring re-appropriation of well-known brand logos creates an opportunity for disruption in the fashion industry.
2. Urban-wear Parody Trend - The trend of urban-wear parody of luxury brands creates an opportunity for disruption in the streetwear fashion industry.
3. Color and Texture Mixing Trend - The trend of mixing signature colors and textures creates an opportunity for disruption in the fashion industry.
Industry Implications
1. Fashion Industry - The fashion industry can utilize these trends to appeal to a younger, more urban demographic.
2. Streetwear Fashion Industry - The streetwear fashion industry can utilize these trends to create new lines of apparel that appeal to a younger, more urban demographic.
3. Retail Industry - The retail industry can capitalize on these trends by carrying apparel and accessories that appeal to a younger, more urban demographic.