Common Teams With Microsoft for ‘Softwear’ Clothing Line
Rapper/actor Common is beefing up his resume and adding clothing designer to his list of accomplishments. The Chicago native has teamed up with Microsoft to design four vintage inspired t-shirts for their "Softwear" clothing line.
Common was approached by Microsoft personally and the company had some positive things to say about the rapper. "We wanted someone who was going to be really passionate about the product and bring a different flavor to the project. Common has always been known for his sense of style and his fashion sense so we thought he'd be a great fit," Microsoft lifestyle marketing manager Kenyatta Bynoe said in a statement.
The Softwear line, which has a modern-day hip-hop meets 80's vintage appeal, celebrates 1985 as a pivotal year for Microsoft -- the year the company launched its first version of Windows and when hip-hop became mainstream. Overall, it connects the "nostalgia" of the early days of computers and how the "marriage between hip-hop and technology has changed the entertainment industry."
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"Microsoft is one of the biggest companies in the world and I liked that they let my vision come out. When they presented who they were, I respected it ... I was like 'Y'all did originate some things. Y'all have your own voice and so do I,'" says Common.
"I really believe that the brand is a combination of what Microsoft is about and what Common is about. I'm a creative artist, a progressive artist, and I strive to be soulful and innovative, and for me, I think Microsoft is becoming more educated on the [hip-hop] industry and they're becoming more creative and innovative, too."