In the marketing profession, one of the tricks that crops up again and again is called “defining an enemy”. To provoke an emotional response in people, brands and products tend to define the things they stand for, and by contrast, the things they stand against. Converse stands for individuality and against corporate conformity (funny, since they’re owned by Nike). Method Soap represents a group of “people against dirty”. Mini stands for small and zippy, and takes a line against big cumbersome gas guzzlers. Etc. It’s a great way to make people feel like there’s a larger, more significant meaning behind their purchases.

So here, then, we have an Interactive Design firm called Super Top Secret, based out of Utah. They’ve recently designed and printed a line of t-shirts. But instead of selling them, they’re giving them away - provided you trade in a nasty-looking Ed Hardy t-shirt in exchange. In fact, the shirts aren’t even available, except for trade-in. According to Super Top Secret, this is their way of “making the world a little less sucky.”

People with plans, take note: if you’re looking to get some attention for something you’ve made, taking a stand against enemy out of your weight class is not a bad way to get some.