'Softwear' by Microsoft
Marissa Brassfield — December 5, 2008 — Marketing
Microsoft and rapper common have teamed up for an unlikely product and branding collaboration in Microsoft’s new clothing line called ‘Softwear.’
According to Marktd, the line is “inspired by the 1980s when both Microsoft and hip-hop really came of age.” Microsoft Softwear is meant to rekindle ‘80s nostalgia, and it’s no wonder that they recruited Common to help get hipsters excited about the brand.
There are two collections, Classic and Common, the latter of which was designed by the rapper. In the video above, Common performs his latest single at the Microsoft Softwear launch party.
According to Marktd, the line is “inspired by the 1980s when both Microsoft and hip-hop really came of age.” Microsoft Softwear is meant to rekindle ‘80s nostalgia, and it’s no wonder that they recruited Common to help get hipsters excited about the brand.
There are two collections, Classic and Common, the latter of which was designed by the rapper. In the video above, Common performs his latest single at the Microsoft Softwear launch party.
Trend Themes
1. Retro-inspired Clothing - Collaborations between technology and fashion industries to produce retro clothing is a disruptive innovation opportunity
2. Brand Collaborations - Co-branding and co-creating products by industries is a disruptive innovation opportunity
3. Celebrity Endorsements - Collaborating with celebrities to promote and design products is a disruptive innovation opportunity
Industry Implications
1. Technology - Technology companies can explore the fashion industry to expand their market by co-branding apparel and accessories
2. Fashion - The fashion industry can embrace technology by collaborating with tech companies creating fashionable tech-enabled apparel
3. Music - Musicians can leverage their influence in fashion by collaborating and endorsing clothing lines
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