Microsoft launches Softwear clothing range

Posted by Al Warmington on Tue 9 Dec 2008

Softwear, geddit? And some say Microsoft's losing its touch...

Microsoft: software engineering giant, globe crushing purveyor of Windows operating systems, champion of Xbox, lord of Zune. Now selling slightly boring T-Shirts.

Having failed to ‘connect’ with people using those obscure Seinfeld ads, Microsoft has changed tack dramatically. Now it’s launching a fashion range called Softwear. With it, it hopes to recapture the glory days of Microsoft. You know the ones: the late 80s, shoulder pads and pastels, big hair and Airwolf; innocent times when not everyone hated Microsoft’s guts or could blame all their earthly woes on Windows.

The few Softwear samples we’ve seen so far look suitably retro, offering a garish mix of pastel colours. One features a young Bill Gates' head. They were designed by ad agency Crispin Porter & Bogusky – the same lot who did the Seinfeld ads. And, like any self respecting fashion range, they’re endorsed by a celebrity you’ve probably never heard of. His name’s Common. He’s a rapper, apparently. His hits include Be and Like Water for Chocolate. He’s old enough to remember the 80s, so he must know a few DOS commands and probably spent time playing Maniac Mansion in a dingy basement office.

Just by way of a useful comparison though; Apple has legendary producer, rapper and label owner Dr Dre making top notch headphones. Microsoft has Common making T-Shirts. Hardly seems like the most effective way of changing the public’s perception of the company.

Do we really want it to change though? Microsoft may be the punching bag, but it’s a very good punching bag. Vista is the software equivalent of your granny's 17-year-old Jack Russel - you can blame it for everything. “This email’s full of typos. It was probably Vista.” “The router is lagging out. It was probably Vista.” “The baby’s been sick. It was probably Vista.” “The MacBook battery has died. It was probably Vista.” The last thing we need is for Microsoft to get all cool and trendy with its celebrity endorsements and retro T-Shirts. Then we’ll all have to switch to Linux or something.

Link: Microsoft (via Ad Age)

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