In 1986, one year after Steve Jobs left the company, Apple Computer decided to expand beyond hardware. They launched a full fashion catalog titled “The Apple Collection.” This move aimed to turn the technology company into a lifestyle brand. The catalog did not feature monitors or keyboards as the main attraction. Instead, it showcased men, women, and children wearing branded apparel that fit the loud, colorful style of the 1980s.
The Oversized Aesthetic
The clothing line relied heavily on the fashion trends of the decade. Models wore baggy sweatshirts with “Apple” printed across the chest in large, puffy letters. The fits were intentionally loose and oversized. Collared polo shirts came in bright primary colors like red, blue, and yellow. Many of the shirts featured popped collars, a popular look at the time. The designers paired these tops with white shorts or sweatpants, creating a casual, preppy appearance that had little to do with office work.
The Rainbow Logo
Every item in the collection featured the classic rainbow-striped Apple logo. This colorful symbol appeared on pocket squares, hats, and the center of t-shirts. Unlike the subtle, monochromatic branding the company uses today, the 1986 logo was highly visible. It served as a status symbol for fans of the brand. The use of the six-color apple dictated the color palette for the entire line, ensuring that the clothes matched the company’s corporate identity perfectly.
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Accessories and Lifestyle Gear
The catalog offered more than just clothing. It included a wide range of accessories designed to integrate Apple into every part of daily life. Customers could purchase Apple-branded watches, umbrellas, and bags. The company even sold a windsurf board with the logo on the sail. For children, there were toy trucks and school supplies. This diverse product range showed that executives wanted the brand to be present at the beach, in the classroom, and on the street.
Corporate Graphic Design
The visual style of the clothing utilized a specific font known as Apple Garamond. This typeface appeared on the front of the sweatshirts and on the catalog cover. It gave the apparel a collegiate look, similar to university merchandise. The graphic design mixed this traditional font with modern, abstract shapes and squiggly lines typical of the “Memphis Group” design style. This combination firmly planted the collection in the mid-80s cultural moment.
