Appy?

I found an interesting blog where the author uses a lot of blogspeak ironically, and shorthand that is very comical to those who are tired of seeing "s0000" and "d00de" and "miss u". He makes fun of hipsters and alternative people, but mostly the concepts of alt and hipster. Anyway, his shorthand for American Apparel is "Appy". So, is this pic "Appy"-esque? or just color coordinated? Is it "alt"?