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Microsoft’s Latest Upgrade: Softwear | Marktd
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December 4, 2008

Microsoft’s Latest Upgrade: Softwear

by Christine Huang

Last night, we attended Microsoft’s soft launch party for Softwear, the company’s new line of graphic tees designed by hip-hop artist Common and “inspired by the 1980s when both Microsoft and hip-hop really came of age.” The software giant’s foray into fashion is intended to conjure a sense of nostalgic hipness around the brand, while reacting to the “I’m a PC” stereotype made popular by Apple. The shirts, which will hit select stores in the US on Dec 15, incorporate old DOS iconography, geek vernacular, and a retro-futuristic aesthetic into some surprisingly stylish designs. Softwear’s two lines, Classic and Common’s designs, can be previewed at Microsoft’s Softwear site, where viewers can also learn about the impetus and story behind the concept, narrated by Common.

Article categories: Branding, Creative Thinking, Design, Fashion, Influencer Targeting, Web & Technology, Youth Marketing

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