Image via 100 Thieves
Gucci, once again named the “ hottest global brand” on the Lyst Index Q2 report, is now reaching into the gaming sector through a new collaboration with Los Angeles-based esports and lifestyle brand 100 Thieves.
Described to have drawn from “shared values of freedom and self-expression,” the upcoming fashion collection was teased on both Gucci and 100 Thieves’ Twitter accounts. Glimpses of the clothing reveal a luxury-based Gucci take on traditional sportswear. Think “menswear at fashion week” meets jerseys, hoodies, and rugby shirts.
One of their offerings is a US$2,500 backpack, gracing the shelves of Gucci’s Beverly Hills flagship store. Part of Gucci’s sustainable Off The Grid program, only 200 of them were produced and available across the online and physical spaces.
Deemed “next-gen luxury gaming” by Highsnobiety, the campaign includes nine 100 Thieves members, including Neekolul, Valkyrae, Nadeshot, Yassuo, CouRageJD, BrookeAB, Kris London, alongside pro players SSumday and Kenny.
This isn’t the luxury brand’s maiden voyage into gaming. Previous collaborations have already secured names like Roblox and Tennis Clash under its belt, and undoubtedly more to come in the future.
Members with a Gucci account have access to exclusive updates as the collection rolls out. But other than that, no other details have been revealed yet; we’ll just have to wait and see.
— 100 Thieves (@100Thieves) July 12, 2021
Drawing on the shared values of freedom and self-expression, the House unveils its latest foray into the world of esports through a collaboration with @100Thieves—an apparel, lifestyle and gaming brand. #100ThievesxGucci pic.twitter.com/3lrrNGKkyx
— gucci (@gucci) July 19, 2021