Today we see Apple as one of the most influential technology companies on the planet. Its brand carries enormous weight, its products set trends, and any aesthetic change it makes is discussed worldwide. But before the company built the minimalist identity we know today, there was a very different, almost forgotten, period in which Apple wanted to expand beyond technology and also become a fashion brand. And no, we're not talking about iPhone accessories or Apple Watch straps, but about clothing and lifestyle products in true eighties style.
In 1986, just a year after Steve Jobs left, Apple officially launched The Apple CollectionA complete line of clothing, accessories, and everyday items featuring the iconic rainbow logo of the era. The goal was simple: to strengthen the brand during an uncertain time, diversify revenue streams, and capitalize on the burgeoning pop culture surrounding personal computing. The result was a striking blend of fashion, merchandising, and vibrant 80s aesthetics that seems almost otherworldly today.
Clothes with the Apple logo all over them
The collection included all kinds of garments (and when we say "all", we mean it literally). There were oversized sweatshirts, polo shirts with stand-up collars, basic t-shirts for men and women, Sports jackets, quilted vests, trousers with side stripes, caps, belts, and even children's clothing. All finished with the multicolored apple logo, either discreetly embroidered or boldly printed on the chest or back.
The color palette was a complete homage to the 80s, with vibrant hues, geometric patterns, shiny synthetic fabrics, and styles that wouldn't fit into any Apple product line today. At that time, however, Apple was aiming for a friendlier, more approachable, and more playful visual language, a far cry from the minimalism Jobs would later introduce upon his return.
Accessories for all tastes (and some impossible ones)
What was truly surprising about The Apple Collection wasn't the clothing, but the sheer number of accessories that accompanied it. Apple offered thermoses, beach towels, fitness trackers, watches, travel bags, mousepads, floppy disk cases, and even some completely unexpected products.
Among those articles, one stands out. windsurf board with the Apple logo that cost over a thousand dollars. Yes, a windsurf board. There was also a Honda Helix scooter customized with the colors of the apple (a perfect example of the type of business decisions Apple made at the time: experimental, risky and completely different from the current approach).
The collection was a multicolored catalog that today seems like a parody, but at the time it reflected a genuine attempt to explore new territory for the brand.
Heads up: Apple didn't manufacture anything at all.
Despite the variety of products, Apple was not responsible for manufacturing. The company preferred to partner with established, high-quality companies, a decision that ensured the collection maintained certain standards. Collaborators included brands such as Patagonia, The North Face, Braun, and Tiffany, who contributed their expertise in materials, design, and manufacturing.
That mixed approach helped to The Apple Collection had a surprisingly high quality for a merchandising catalog. Most of the garments were made with good fabrics, the accessories had respectable finishes, and overall, everything was well executed. The problem wasn't quality, but the target audience. In 1986, the idea of wearing tech clothing didn't resonate with any clear demographic. Apple was a well-known brand, yes, but not a style statement.
A commercial failure, a collector's treasure
The collection did not have the impact Apple had hoped for. The market did not respond enthusiastically, and sales were modest. The line quickly disappeared, becoming just another curiosity from a time when Apple was trying to reinvent itself without a clearly defined direction. In fact, When Jobs returned in 1997, one of the first things he did was clean up the brand and eliminate anything that didn't fit his minimalist vision. (including any attempt at fashion with garish colors).
However, what was then a setback is now pure history. The rarity of the products, their retro aesthetic, and the fact that most survived in minimal quantities have transformed The Apple Collection is a cult object. The original garments are auctioned at very high prices, towels, watches and thermoses are collected as unique pieces, and some printed catalogs are preserved only in digital files.
This change in perception says a lot about how a brand evolves. At the time, The Apple Collection seemed like a failed experiment. Today it represents a window into a very different stage of Apple, more spontaneous, more colorful and, in many ways, more human.
Would you buy any clothes from this collection?