# Cross-Branded Computer Clothing 'Softwear' by Microsoft By Marissa Brassfield | Published 2008-12-05 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/microsoft-softwear References: [marktd](http://www.marktd.com/2008/12/microsofts-latest-upgrade-softwear.html) & [microsoft](http://www.microsoft.com/windows/softwearbymicrosoft/collections/classic/) [Microsoft](https://www.trendhunter.com/trends/microsoft-holiday-sweater) and rapper common have teamed up for an unlikely product and branding collaboration in Microsoft’s new [clothing line](https://www.trendhunter.com/trends/wind-and-sea-2) 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](https://www.trendhunter.com/trends/beams-and-playstation), 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 Insights (Trend Hunter) - Score: 5.9/10 - Popularity: 75% | Activity: 93% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Retro-inspired Clothing:** Collaborations between technology and fashion industries to produce retro clothing is a disruptive innovation opportunity - **Brand Collaborations:** Co-branding and co-creating products by industries is a disruptive innovation opportunity - **Celebrity Endorsements:** Collaborating with celebrities to promote and design products is a disruptive innovation opportunity ### Where This Applies - **Technology:** Technology companies can explore the fashion industry to expand their market by co-branding apparel and accessories - **Fashion:** The fashion industry can embrace technology by collaborating with tech companies creating fashionable tech-enabled apparel - **Music:** Musicians can leverage their influence in fashion by collaborating and endorsing clothing lines ## Related on Trend Hunter - [Tech-Inspired Footwear](https://www.trendhunter.com/trends/microsoft-crocs.md) - [Retro Tech Sweaters](https://www.trendhunter.com/trends/microsoft-holiday-sweater.md) - [Millennium Operating System Sweaters](https://www.trendhunter.com/trends/windows-ugly-sweater-bliss-edition.md) - [Millennium Era OS Footwear](https://www.trendhunter.com/trends/microsoft-windows-xp-x-crocs.md) - [Software-Inspired Clog Designs](https://www.trendhunter.com/trends/windows-xp-crocs.md) - [Rapper Apparel Capsules](https://www.trendhunter.com/trends/syna-collection.md) - [Nightclub-Collaborative Graphic Streetwear](https://www.trendhunter.com/trends/techno-alliance.md) - [Branded Gaming Consoles](https://www.trendhunter.com/trends/branded-gaming-consoles.md) - [Music-Informed Fashion Collections](https://www.trendhunter.com/trends/roc-nation-and-moncler.md)