Microsoft has partnered with designer Gavin Mathieu to create a line of clothing that reflects the Normcore style, which is considered attractive, comfortable, and perceived as “normal” by most people. Hardwear is a nine-piece collection consisting of shirts, hats, cargo pants, sweaters, sweatpants and jackets. There’s a heavy retro vibe to this line, as evidenced by the sky-green hill tee with the iconic Windows XP wallpaper on the back and the MS Paint-inspired tee.
“Every piece is intentional, and there is meaning behind each item in Hardwear,” said Amanda O’Neal, Director of Multicultural and Social Communications at Microsoft. “This campaign tested our comfortability and challenged us at times, but what pushed us forward was seeing the inclusion of diverse voices throughout the process and the unique perspectives on what drives those who want to improve themselves and the world around them, as well as what can distract people from progressing toward their goals,” O’Neal added.
Mathieu is the founder and creative director of Supervsn, a Los Angeles-based studio dedicated to creating “thought-provoking products, content and experiences that inspire creativity.”
The Hardwear line is not cheap, but that is often the case with designer clothes. The cheapest item, the Hardwear Hat, will set you back $45, while the Tees are $60 each. A Hardwear Green Utility Jacket costs $135.
All pieces are available for pre-order in a variety of sizes and should begin shipping in early August.
Those looking for affordable Microsoft merchandise can check out the Xbox Gear Shop, where you’ll find hundreds of officially licensed products, many of which cost less than $20. Microsoft also has its own line of ugly holiday sweaters, which should probably be updated later this year.
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