# Ironic Americana Apparel The Halfsleeve F/W 2013 Collection Appropriates a Classic Label By Alexandra Serrano | Published 2013-06-30 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/halfsleeve-fw-2013 References: [acclaimmag](http://www.acclaimmag.com/lifestyle/lookbook-halfsleeve-fw13-collection/) & [halfsleeve.net](http://www.halfsleeve.net/) 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. ## Trend Insights (Trend Hunter) - Score: 4.9/10 - Popularity: 75% | Activity: 64% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### What Makes This Trend Stand Out - **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. - **Urban-wear Parody Trend:** The trend of urban-wear parody of luxury brands creates an opportunity for disruption in the streetwear fashion industry. - **Color and Texture Mixing Trend:** The trend of mixing signature colors and textures creates an opportunity for disruption in the fashion industry. ### Sectors Adopting This - **Fashion Industry:** The fashion industry can utilize these trends to appeal to a younger, more urban demographic. - **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. - **Retail Industry:** The retail industry can capitalize on these trends by carrying apparel and accessories that appeal to a younger, more urban demographic. ## Related on Trend Hunter - [Pattern-Heavy Fashion Capsules](https://www.trendhunter.com/trends/needles-new-collection.md) - [Refined Spring-Centric Apparel](https://www.trendhunter.com/trends/reimagined-icons.md) - [Vintage Style Streetwear](https://www.trendhunter.com/trends/human-made-drop.md) - [Americana-Inspired Spring Fashion](https://www.trendhunter.com/trends/origin-stories-americana.md) - [Retro-Inspired Collaborative Fashion](https://www.trendhunter.com/trends/horse-power-collection.md) - [Upcycled Limited Collection Campaigns](https://www.trendhunter.com/trends/seen-heard-worn-before.md) - [High School-Inspired Autumn Fashion](https://www.trendhunter.com/trends/erl-2.md) - [Avant-Garde High Streetwear](https://www.trendhunter.com/trends/hm-x-glenn-martens.md) - [Luxe Tailored Fall Menswear](https://www.trendhunter.com/trends/louis-vuitton-fall-2026.md)