'Softwear' by Microsoft

By: Marissa Brassfield - Published: Dec 5, 2008 • References: microsoft & marktd
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. Stats for Cross-Branded Computer Clothing Trending: Older & Warm
Research: 8,173 clicks in 390 w
Interest: > 3 minutes
Concept: Cross-Branded Computer Clothing
Related: 31 examples / 24 photos
Segment: Males, 12-55
Comparison Set: 11 similar articles, including: microsoft targets blind, censoring in real-time, and dramatic game promos.