Why Is Corpcore Suddenly Such a Thing? | Figma Blog (opens in new tab)
Software merchandise has shifted from ordinary corporate swag to desirable streetwear, a trend the article calls “corpcore.” Vintage Apple and Microsoft shirts now command high resale prices, while new collections from companies like Figma attract crowds comparable to major fashion drops. The appeal combines nostalgia, brand loyalty, irony, and a renewed interest in technology’s cultural influence. ## The Rise of Tech Merchandise - Vintage Apple T-shirts, many with simple designs commemorating teams or projects, can sell for hundreds of dollars on Depop and Grailed. - Even the 1997 book *Apple T-Shirts: A Yearbook of History at Apple Computer* can cost up to $850. - Contemporary company merchandise is also attracting serious demand: - Figma’s 2025 Config conference featured a pop-up store with long lines. - The collection included apparel and Otto plush toys. - Its development involved eight months of work between Figma’s Brand Studio and Garrett Elizabeth Office. - Designer Jeff Staple compared Figma’s release to a Supreme drop, highlighting how tech merchandise now operates within streetwear culture. ## Nostalgia for Early Technology - Vintage corpcore appeals to people who remember the early web and their first encounters with companies such as Apple and Microsoft. - The merchandise evokes a period when technology seemed rebellious and disruptive—young programmers challenging established corporate power. - Wearing an old company shirt signals affiliation with a successful or influential group, much like a bumper sticker or sports jersey. - Vintage tech apparel also allows people to celebrate that history from a deliberately ironic distance. ## A Post-Ironic Corporate Style - Modern corpcore blends sincere brand enthusiasm with absurdity and irony. - Examples include: - Cash App’s 2023 club-kid fashion line designed by Marshall Columbia and modeled by Julia Fox. - Overtime’s limited-edition Dunkin’ Donuts streetwear. - Fashion items featuring Lockheed Martin branding, including polo shirts and tactical tracksuits. - Designers must balance making merchandise feel genuinely desirable without losing the humor or self-awareness associated with corporate branding. ## From Company Swag to Cultural Identity - People increasingly wear app and software logos on shirts, hats, totes, and water bottles as they would wear band merchandise or sports jerseys. - The trend reflects both affection for technology brands and the growing influence of software companies on everyday culture. - “Corpcore” succeeds because it turns corporate identity into a form of personal expression rather than merely advertising an employer. The broader lesson is that thoughtful, culturally aware merchandise can transform a company logo into a fashion symbol. Brands that understand nostalgia, scarcity, design quality, and the tension between sincerity and irony can make corporate swag feel genuinely collectible.