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Common Teams With Microsoft for 'Softwear' Clothing Line

Posted Feb 27th 2009 4:30PM by Nia Beckwith
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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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Leslie Mann, Kanye West and Producer Judd Apatow at the Premiere of Columbia Pictures' "Pineapple Express" on July 31, 2008 at Mann Village Theatre, CA..The Premiere of Columbia Pictures' "Pineapple Express".Mann Villate Theatre .Westwood, CA United States.July 31, 2008.Photo by Eric Charbonneau/WireImage.com..To license this image (15941869), contact WireImage.com

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Rapper Kanye West arrives to the premiere of Columbia Pictures "Pineapple Express" at Mann Village Theater on July 31, 2008 in Los Angeles, California..The Premiere of Columbia Pictures "Pineapple Express" - Red Carpet and After Party.Mann Village Theater.Los Angeles, CA United States.July 31, 2008.Photo by John Shearer/WireImage.com..To license this image (15941046), contact WireImage.com

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Kanye West arrives at the Premiere of Columbia Pictures "Pineapple Express" at the Mann Village Theater on July 31, 2008 in Los Angeles, California..The Premiere of Columbia Pictures "Pineapple Express" - Arrivals.Mann Village Theater.Los Angeles, CA United States.July 31, 2008.Photo by Steve Granitz/WireImage.com..To license this image (15940839), contact WireImage.com

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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."