The collection even got the Hypebeast seal of approval...
Concepted and pitched to global Microsoft client with Thiago Campos. Produced by Edelman US.
MICROSOFT – HARDWEAR
Microsoft had an image problem. Gen Z saw the brand as too functional and uncool. To flip this perception, we turned to fashion, namely Normcore: the style that was cool precisely because it was so functional. Collaborating with designer Gavin Mathieu, we launched Hardwear. A clothing line inspired by Normcore styling and classic Microsoft designs. We didn't just stake Microsoft's claim to being Normcore, but being Normcore long before it was ever a trend. An OG status our audience couldn’t help but respect.