The idea of gamers and luxury fashion labels collaborating would’ve seemed farfetched a decade ago. However, as the great Bob Dylan said, ‘the times they are a-changin’. With the growth of streaming and Esports, top performing gamers are now equivalent to the modern star athlete, amassing both fame and fortune. So we shouldn’t be surprised that Gucci, with their finger on the cultural pulse, wants to team up with gaming and lifestyle brand 100 Thieves to create a limited edition collection.
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For those who may be hearing about 100 Thieves for the first time, the brand was founded by professional gamer Mathew Haag, winner of multiple Esports championships in Call of Duty, League of Legends and Fortnite. As one of the word’s pre-eminent Esports entertainment organisations, the company has received backing from Silicon Valley and celebrity investors including Drake and Scooter Braun.
Announcing the Gucci partnership on Twitter, 100 Thieves and the Italian fashion house will drop a number of sports garments, including Rugby shirts, jerseys and zip up hoodies. “The collaboration draws on the shared values of Gucci and 100 Thieves, both companies passionately believe in diversity and self-expression, championing the importance of being able to hold a personal point of view without feeling limited by convention,” Gucci said in a statement regarding the release.
The capsule’s cornerstone is an environmentally sustainable bright-red backpack made from recycled and eco-friendly materials. Covered in a tonal Gucci monogram, the bag features three utilitarian pockets for all your gaming goodies, and a black circular patch with the silver 100 Thieves emblem imprint.
Coinciding with the signature release, Gucci launched a promotional campaign that included seven of 100 Thieves top content creators. Filmed inside 100 Thieves’ premier gaming facility, ‘The Compound’, the shoot featured stars such as Valkyrae, Neekolul, BrookeAB, Nadeshot, CouRageJD, Yassuo and Kris London, as well as two of the brands pro players – Kenny and Ssumday.
The Gucci x 100 Thieves capsule collection is now available for those with a My GUCCI account.