Thinking Different is a forward-thinking, tech-inspired brand rooted in the culture of pre-y2k futurism and the growing reign of tech in our lives. The creator’s first computer was a 1984 Macintosh that their dad brought home from a garage sale, which inspired them to create a streetwear label that pays homage to vintage technology. The brand itself is a play on the ‘Think Different’ slogan that Apple Inc. used from 1997 to 2002. The creative direction for the brand has always been that their products are considered art and the brand itself exists as an art project that people thankfully took a liking to.
Using the nostalgia of vintage computers and inspiration from movies such as the Matrix & Hackers, the brand creates a modern day juxtaposition between the tech world and streetwear. Thinking Different explores the what-if alternate realities that never came to be. Since their inception, Thinking Different has released multiple collections of apparel, shoes, + accessories, seamlessly incorporating contemporary elements while maintaining the nostalgic look.
The Cupertino sneaker is a highlight in the brand’s repertoire. From their Autumn/Winter ‘23 collection, The Cupertino sports a crisp white leather body, with contrasting rainbow iconography sprinkled on the tongue and quarter panel. ‘Thinking Different’ can be seen throughout the design, and a custom sole adds detail to the overall look.
Their unique collection of apparel makes an impression. Pictured are the Spectrum Hat with rainbow and the Campaign Hat. High-quality Thinking Different embroidery is seen on the front panel, revealing the signature rainbow apple imagery. Braided rope detailing along the base of the brim adds dimension to the look and a snapback closure is ideal for a variety of sizes.
Our latest brand addition Thinking Different is available now. Shop the collection here.