You can poke fun at every fashion that's ever been conceived. The trick is to do things well and with enough of your own personal context that it's not pretentious, right?TBH, I don't think a logo - even one as obtrusive as Arcteryx's - really ruins the look techwear. I don't know why you wouldn't want people to recognise a hardshell as a hardshell. Part of the fashion is utility. It's not pretentious or obnoxious, it's just part of its appeal.