# Smarty Pants Apparel The 'Sarcastic State of the Obvious' Merchandise by Mash Creative By Armida Ascano | Published 2010-10-12 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/state-of-the-obvious References: [designyoutrust](http://designyoutrust.com/2010/10/12/state-of-the-obvious-2/) & [mashcreative](http://www.mashcreative.co.uk/index.html) The 'State of the Obvious' line of apparel and general merchandise is a smart-alec series of uniquely branded objects. Each piece from the State of the Obvious line bears a label of what it actually is. A size medium black t-shirt reads "This is my medium black t-shirt," while an [eco-friendly reusable black tote bag](https://www.trendhunter.com/trends/canvas-tote-bag) reads -- well, you know. To add to the irony of the apparel, each of these explanatory labels is designed in the ultimate standard type face: Helvetica. The State of the Obvious line harbors a sarcastic wit and great quality that is sure to make the merchandise popular. ## Trend Insights (Trend Hunter) - Score: 6.4/10 - Popularity: 94% | Activity: 89% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Humor](https://www.trendhunter.com/humor) ## Key Themes ### Key Themes Behind This Trend - **Literal Messaging:** Creating products that feature literal messaging to engage the consumer and offer a unique branding experience. - **Sarcastic Humor:** Using sarcastic wit and humor in branding to appeal to consumers with a more irreverent sense of humor. - **Simple Design:** Emphasizing simple, clean design and using common fonts such as Helvetica to create a minimalist aesthetic. ### Where This Applies - **Apparel:** Designing apparel with clever labeling and branding that appeals to consumers with a sense of humor. - **E-commerce:** Offering unique, cleverly-branded merchandise through e-commerce channels to reach a wider audience. - **Marketing and Advertising:** Using clever, sarcastic messaging in marketing and advertising campaigns to stand out in a crowded market. ## Related on Trend Hunter - [Typography-Inspired Canadian Sweatshirts](https://www.trendhunter.com/trends/okayok.md) - [Bakery-Themed Apparel Lines](https://www.trendhunter.com/trends/road-bread.md) - [Cheeky Holiday Collections](https://www.trendhunter.com/trends/conversation-stoppers.md) - [Social Media-Inspired Merch Ranges](https://www.trendhunter.com/trends/x-merch-collection.md) - [Sustainable Dairy-Branded Apparel](https://www.trendhunter.com/trends/organic-valley-2.md) - [Connection-Driven Apparel Lines](https://www.trendhunter.com/trends/cool-to-connect-1.md) - [Playful Statement Grocery Bags](https://www.trendhunter.com/trends/trollex.md) - [Soda-Branded Sweatsuit Merch Lines](https://www.trendhunter.com/trends/stylish-sweatsuit.md) - [Effortless AI T-Shirt Designs](https://www.trendhunter.com/trends/super-t.md)