After holding onto its top spot as the hottest global brand on the Lyst Index’s Q2 report, Gucci is expanding its reach into the gaming sector through a capsule collection with Los Angeles-based esports and lifestyle label 100 Thieves.
In a short teaser video shared to Twitter by the gaming company, the forthcoming collaboration appears to reconstruct traditional sports silhouettes — jerseys, rugby shirts and zip-up hoodies — with Gucci’s penchant for luxury style codes. “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 100 Thieves,” the House said of the partnership in a statement.
— 100 Thieves (@100Thieves) July 12, 2021
Established in 2017 by professional gamer Matthew Haag, 100 Thieves has claimed a sizable stake in the esports and lifestyle market with Series A investments from the likes of Drake and Scooter Braun. The company, which also exists as a collective of gamers, has competed in world championships in Call of Duty, League of Legends and Fortnite with a slew of industry-leading players and teams on its roster.
Over the past year, Gucci has partnered with several gaming platforms to offer a variety of digital clothing and accessories for avatars, including Tennis Clash, The Sims, Genies, Roblox, Pokémon Go and Animal Crossing, in addition to its own Gucci Arcade, which the brand unveiled in 2019.
The Gucci x 100 Thieves capsule collection will drop exclusively for users with a registered MY GUCCI account on July 19. Further details on the collaboration remain unknown; however, you can create an account on Gucci’s website to receive updates as more information becomes available.
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