After being one of the first designers to introduce the so-called “parody” trend, Henry Holland of House of Holland is back at it for Spring/Summer 2017 with an array of new slogans to celebrate the brand’s 10th anniversary. Models hit the runway for Holland’s S/S 2017 finale in London this weekend in bold graphic tees that read: “Suck on My Toe Phoebe Philo,” “I’d Get On All Fours For Michael Kors,” “I’d Be Sleazy For a Bit of Yeezy,” and “Stop Making Me Hard Molly Goddard.”

There were also odes to some of the industry’s most popular models, such as “I’m Yours For Tenner Kendall Jenner,” “Let’s Breed Bella Hadid,” “Give Us a Toss Karlie Kloss,” “I Don’t Smoke Weed I’d Rather Suck on Gigi Hadid” and “Play with My Trouser Snake Irina Shayk.”

The English designer burst onto the fashion scene in 2006 with his Fashion Groupies T-shirt designs, which consisted of bold, 1980’s-inspired T-shirts that displayed catchphrases such as, “I’ll Tell You Who’s Boss, Kate Moss,” “Do Me Daily, Christopher Bailey,” and “Cause Me Pain, Hedi Slimane,” among numerous others.

Holland subsequently designed a full collection and founded his own brand. In late 2011, the brand relaunched some of its famed tee in honor of the launch of its new web shop, selling “Get Yer Freak On Giles Deacon,” “Uhu Gareth Pugh” and “Cause Me Pain Hedi Slimane” slogan tees in very limited quantities. The re-introduction makes sense, as the tees really did put Holland on the fashion map.

Of their debut in 2006 and subsequent success, Holland later said: “When Gareth Pugh wore my ‘Get Your Freak On Giles Deacon’ T-shirt to take his bow at the end of the show. I received a call the next day from Giles asking to wear my ‘UHU Gareth Pugh’ T-shirt for his show. This was an instant platform to alert the media to the designs and I started to receive calls from the press. The rest, as they say, is history.”

While some of the designers whose names were originally used on Holland’s tees were less than pleased about it – such use is presumably trademark infringement unless Holland can show that his use of others trademarks (such as their names and brand names) rises to the level of parody, a legal term of art –  and reportedly sent cease and desist letters to Holland and stores stocking the tees (read: Raf Simons). Maybe more interesting is the cease and desist letter that Holland, himself, sent.

In 2007, Manila, Philippines-based brand PROUDRACE made a name for themselves by “parodying” Henry Holland’s famous slogan t-shirts. The brand created versions for local fashion personalities. Xtina Superstar, for instance, inspired one that said “Oohlala lala Xtina,” as did model Ria Bolivar, whose said, “Yer my shining star Ria Bolivar.” Not long after PROUDRACE’s tees hit stores, the brand received a cease and desist letter from Holland himself, and this prompted their last shirt read: “Banned by Henry Holland.”