Gucci To Step Further Into Gaming With 100 Thieves Capsule Collection

Revamping standard sports staples with elevated design codes.

Fashion
24,908 Hypes 17 Comments

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.

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 ClashThe SimsGeniesRobloxPokémon 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.

In another fashion collaboration, Off-White has partnered with New York graffiti artist KATSU on both a menswear and womenswear range.

Read Full Article

What to Read Next

Gucci Unveils Gaming-Punched Backpack Capsule with 100 Thieves
Fashion

Gucci Unveils Gaming-Punched Backpack Capsule with 100 Thieves

The limited-edition line contains only 200 units.

Telfar Steps Further Into Footwear With Converse Collaboration
Footwear

Telfar Steps Further Into Footwear With Converse Collaboration

Featuring deconstructed court classics with genderless cuts.

100 Thieves Is at the Top of Esports and Won't Look Back
Gaming

100 Thieves Is at the Top of Esports and Won't Look Back

Presented by Riot Games
Nadeshot shows us around the 100 Thieves Cash App Compound and talks ‘League of Legends’ in our latest episode of HYPEBEAST Diaries.


Converse Japan Steps Into SS21 With Rugged Camping Supply Collection
Footwear

Converse Japan Steps Into SS21 With Rugged Camping Supply Collection

A new selection of camp-ready weatherproof footwear.

Packer's adidas Consortium Ultra4D Is a Masterclass in How to Collaborate
Footwear

Packer's adidas Consortium Ultra4D Is a Masterclass in How to Collaborate

Serving the UltraBOOST 1.0-style Primeknit upper in “Forest/Navy” alongside “Milky White” tones for a crisp collegiate aesthetic.

Roll Into an Angeleno Skate Paradise With 7 MONCLER FRGMT HIROSHI FUJIWARA
Footwear 

Roll Into an Angeleno Skate Paradise With 7 MONCLER FRGMT HIROSHI FUJIWARA

Presented by Moncler
Starring skater Kane Caples.

Wes Anderson's 'The French Dispatch' Receives Nine-Minute Standing Ovation at Cannes
Entertainment

Wes Anderson's 'The French Dispatch' Receives Nine-Minute Standing Ovation at Cannes

The cast arrived to the red carpet in a massive gold party bus.

Bottega Veneta Teams Up With Takuya Hagihara For New Flagship Otherworldly Displays
Fashion 

Bottega Veneta Teams Up With Takuya Hagihara For New Flagship Otherworldly Displays

Presented by Bottega Veneta
Enlisting Takuya Hagihara for store-exclusive designs.

The Air Jordan 1 "Electro Orange" Electrifies This Week's Best Footwear Drops
Footwear 

The Air Jordan 1 "Electro Orange" Electrifies This Week's Best Footwear Drops

The AURALEE x New Balance 550, Prada x adidas A+P LUNA ROSSA 21 and the Xbox x Space Jam x Nike LeBron 18 Low are also in the mix.


TAG Heuer Teams Up With Nintendo For Limited-Edition Super Mario Connected Timepiece
Watches

TAG Heuer Teams Up With Nintendo For Limited-Edition Super Mario Connected Timepiece

Presented by TAG Heuer
Keep fit with the help of Mushroom Kingdom’s hero.

Vertagear Launches Swarovski Edition PL4500 Gaming Chair
Gaming

Vertagear Launches Swarovski Edition PL4500 Gaming Chair

The award-winning racing seat receives a shining upgrade.

Matty Bovan's 'BOVAN Butterfly FC' Zine and Capsule Subverts Football Conventions
Fashion

Matty Bovan's 'BOVAN Butterfly FC' Zine and Capsule Subverts Football Conventions

One-off T-shirts and more are available to buy now.

Competition-Winning Watch Joins Seiko 5 Sports Collection With 8.5 Million Votes
Watches

Competition-Winning Watch Joins Seiko 5 Sports Collection With 8.5 Million Votes

The design echos the red, blue and yellow color scheme of the legendary Pogue chronograph.

Hermès Subtly Integrates a Skateboard Deck Into Classic Bolide Bag
Fashion

Hermès Subtly Integrates a Skateboard Deck Into Classic Bolide Bag

With a fingerboard charm.

More ▾
 
Subscribe to our Newsletter

Gain access to exclusive interviews with industry creatives, think pieces, trend forecasts, guides and more.

By subscribing, you agree to our Terms of Use and Privacy Policy.

Adblock Detected.

We charge advertisers instead of our readers. If you enjoy our content, please add us to your adblocker's whitelist. We'd really appreciated it.