Gucci is undoubtedly having a tremendous year filled with exciting launches ( I mean, it is the luxury house’s 100th anniversary.) First, back in April Gucci Aria brought us a Balenciaga “hacking,” then Gucci Garden’s immersive multimedia experience launching the brand into the digital space. The Latest? The brand continues to explore the physidigital world with a limited edition collection launching July 19 with 100 Thieves, the gaming industry’s first lifestyle brand.
Louis Vuitton, Burberry, and Anna Sui are all hopping on the esports bandwagon with in-game looks debuting on popular games like The Sims and Animal Crossing, CGI models, and IRL capsules the past few months–And rightfully so. The gaming world has proven to show interest in fashion and stan luxury brands, the same as any fandom in traditional sports. Just take the digital Gucci Bag that sold for over $4000 on the gaming platform Roblox.
“The collaboration draws on the shared values of Gucci and 100 Thieves,” the House said in a release shared with GRAZIA “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,”
100 Thieves was founded in 2017 by Matthew Haag, a professional gamer who some gamers may remember as NaDeSHoTgets. The brand gets its inspo from the likes of Supreme, Jordan, and OVO. Haag’s main purpose is to highlight that gamers can be hypebeast too and supply them with in game (and IRL) merch to fit their aesthetic. The company is also a collective of top-tier gamers, holding world championships in Call of Duty, League of Legends, and Fortnite.
The Gucci x 100 Thieves collaboration comes to form in a series of limited edition (200 to be exact) backpacks from Gucci’s Off The Grid line, presented in a new bright red hue, three utilitarian pockets, and an emblem with Gucci and 100 Thieves logo. The capsule is now available to purchase exclusively for users who are registered with a MY GUCCI account. Each backpack retails for $2500.