Microsoft wants to become cooler: Software giant launches fashion line
Microsoft is entering the fashion business with a T-shirt collection. The line, aptly named «Softwear by Microsoft,» is being marketed by the advertising agency Crispin Porter & Bogusky, which is also responsible for the «I’m a PC» advertising campaign.
Microsoft is entering the fashion business with a T-shirt collection. The line, appropriately named "Softwear by Microsoft", is being marketed by the advertising agency Crispin Porter & Bogusky, which is also responsible for the "I'm a PC" advertising campaign.
According to Microsoft, the line was created to bring the 80s - a pioneering time for the computer industry - back to life. However, at least some of the creations are more reminiscent of famous skater brands than retro style. For example, the MS-DOS lettering or that of Microsoft. Another motif features a chic mug shot of the young Bill Gates.
The well-known rapper Common, who acts as the figurehead for the new brand, has also designed some of the T-shirts. The collection will be available in selected stores from December 15. It is part of the current general efforts of the Microsoft marketing department to make the brand cooler. This can also be seen in the current TV commercials with Bill Gates and Jerry Seinfeld.
According to Microsoft, the line was created to bring the 80s - a pioneering time for the computer industry - back to life. However, at least some of the creations are more reminiscent of famous skater brands than retro style. For example, the MS-DOS lettering or that of Microsoft. Another motif features a chic mug shot of the young Bill Gates.
The well-known rapper Common, who acts as the figurehead for the new brand, has also designed some of the T-shirts. The collection will be available in selected stores from December 15. It is part of the current general efforts of the Microsoft marketing department to make the brand cooler. This can also be seen in the current TV commercials with Bill Gates and Jerry Seinfeld.
