# Retro Wood Type Apparel Target's 'Cool Never Fades' Campaign Highlights Authentic Imagery By Christopher DeLuca | Published 2011-07-04 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/cool-never-fades References: [theatlantic](http://www.theatlantic.com/life/archive/2011/06/design-history-hoodies-target-embraces-vintage-type/241297/) & [youtube](http://www.youtube.com/watch?v=cH_fqfOHmgI&) [Target](https://www.trendhunter.com/trends/champion-2) worked with the [Hamilton Wood Type Museum](https://www.trendhunter.com/trends/canadian-football-league) for its phenomenal 'Cool Never Fades' line of hoodies. The line features [vintage images and typography](https://www.trendhunter.com/trends/reebok-x-kodak) from the museum's archives. The ad for the line of hoodies focuses on the authenticity behind the images. The 'Cool Never Fades' ad is a very interesting endeavor on Target's part to collaborate with a cultural institution. The images and typography resonante -- they the images feel as though you have seen them before, even if you have not. Get your own by checking out the Target store. **Implications** - The recent economic downturn has led consumers to be apprehensive about the future. As a result of, this consumers are looking for items that are comfortable and familiar. Companies should consider using nostalgia to form a deeper relationship with their customers during this time of uncertainty. ## Trend Insights (Trend Hunter) - Score: 4.4/10 - Popularity: 35% | Activity: 89% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Nostalgic Apparel:** Using vintage imagery in apparel design to tap into consumer nostalgia. - **Cultural Collaborations:** Collaborating with cultural institutions to add authenticity to products and marketing. - **Authenticity Marketing:** Focusing on the authentic origins of product design to resonate with consumers. ### Sectors Adopting This - **Retail:** Using nostalgic design to sell apparel and other consumer goods. - **Museums:** Collaborating with retailers for product design and marketing opportunities. - **Advertising:** Highlighting authenticity and nostalgia in marketing campaigns for consumer products. ## Related on Trend Hunter - [Accessible Nostalgic Apparel Lines](https://www.trendhunter.com/trends/gap-and-den.md) - [Cozy Retro-Inspired Apparel](https://www.trendhunter.com/trends/retro-collection.md) - [Nostalgic Coffee Shop Apparel](https://www.trendhunter.com/trends/timshopca.md) - [Multi-Generation Footwear Campaigns](https://www.trendhunter.com/trends/will-your-wings.md) - [Individuality-Focused Brand Campaigns](https://www.trendhunter.com/trends/adidas-originals-new-campaign.md) - [Typography-Inspired Lifestyle Collections](https://www.trendhunter.com/trends/house-industries.md) - [Multi-Brand Apparel Lines](https://www.trendhunter.com/trends/champion-2.md) - [Nostalgic Console-Joint Fashion](https://www.trendhunter.com/trends/beams-and-playstation.md) - [Vintage-Inspired Apparel Capsules](https://www.trendhunter.com/trends/reebok-x-kodak.md)