On its latest foray into the world of esports, Gucci partnered with Los Angeles-based gaming and lifestyle brand 100 Thieves to unveil a limited edition capsule collection.
The cross-genre range welcomes a numbered series of just 200 Backpacks from the company’s Off The Grid line, which come in a bright red color with three practical pockets and a round black leather patch with the 100 Thieves emblem in silver.
“The collaboration is based on the common Values from Gucci and 100 Thieves, both companies are passionate about diversity and self-expression and are committed to the importance of being able to take a personal point of view without feeling constrained by convention, « the House of Representatives said in a publication.
In line with the Off The Grid initiative – Gucci’s sustainable collection of accessories and ready-made items – the expressive backpacks are made from recycled and environmentally friendly materials. Each of the 200 backpacks is safely delivered in a sustainable nylon bag in a multipack that shows both the Gucci and 100 Thieves iconography.
In addition to the special-edition capsule, Gucci unveiled a celebratory campaign featuring seven of Thieves’ top 100 content creators – Valkyrae, Neekolul, BrookeAB, Nadeshot, CouRageJD, Yassuo and Kris London – and two of the brand’s pro players – Ssumday and Kenny . The visuals, which include stills and a promotional video, were shot and staged by director-photographer Guy Aroch at 100 Thieves’ world-class gaming facility known as Compound.
100 Thieves, founded in 2017 by professional gamer Matthew Haag, is a major player in the esports lifestyle sector thanks to investments in Serie A from industry shifters like Drake and Scooter Braun. The company also represents a collective of world-class gamers, many of whom have competed in world championships in Call of Duty, League of Legends, and Fortnite.
Over the past year, Gucci has partnered with multiple esports platforms to create a range of virtual avatar apparel and accessories, including Tennis Clash, The Sims, Genies, Roblox, Pokémon Go, and Animal Crossing, along with his own Gucci Arcade, which the brand debuted in 2019.
The Gucci x 100 Thieves Capsule Collection will be available from July 19th exclusively for users with a registered MY GUCCI account. Create an account on the Gucci website for updated information on specific drop times. Each backpack costs $ 2500.
In another collaboration, Erik Ellington and Li-Ning have presented a new line of skateboarding.
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