McDonalds is targeting 20-something hipsters and hip soccer moms with a new line of vintage t-shirts, which are selling in clothing boutiques for a super-sized price of $55. While it's obvious McDonalds will do anything to cash in on what's hip, the whole vintage T trend is about irony and kitch factor. Vintage T-shirts work under the it's-so-uncool-that- it's-cool-again principle. I can't imagine McDonalds is actually attempting to use reverse psychology on hipsters - but if they are, it would be genius. Unfortunately, I don't think this is the case. This feels more like just sloppy marketing.