In its latest foray into the world of esports, Gucci has unveiled a limited-edition capsule collection in collaboration with Los Angeles-based gaming and lifestyle brand 100 Thieves.
The genre-crossing range welcomes a numbered series of only 200 backpacks from the House’s Off The Grid line, revamped in a bright red hue with three utilitarian pockets and a circular black leather patch boasting the 100 Thieves emblem in silver.
“The collaboration draws on the shared values of Gucci and 100 Thieves, 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,” the House said of the collaboration in a release.
In line with the Off The Grid initiative — Gucci’s sustainable collection of accessories and ready-to-wear pieces — the statement-making backpacks are constructed from recycled and eco-friendly materials. Each of the 200 backpacks will arrive secured in a sustainable nylon pouch inside collectible packaging fronting both the Gucci and the 100 Thieves iconography.
Alongside the special edition capsule, Gucci unveiled a celebratory campaign featuring seven of 100 Thieves’ leading 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 still images as well as a promotional video, were shot and directed by director-photographer Guy Aroch at 100 Thieves’ world-class gaming facility, known as the Compound.
100 Thieves, founded in 2017 by professional gamer Matthew Haag, is a main player in the esports-lifestyle sector thanks to Series A investments from industry-shifters including Drake and Scooter Braun. The company also represents a collective of top-shelf gamers, many of which have competed in world championships in Call of Duty, League of Legends and Fortnite.
Throughout the last year, Gucci has teamed up with several esports platforms to create a slew of virtual clothing and accessories for avatars, including Tennis Clash, The Sims, Genies, Roblox, Pokémon Go and Animal Crossing, along with its own Gucci Arcade, which the brand debuted in 2019.
The Gucci x 100 Thieves capsule collection will be available to purchase exclusively for users with a registered MY GUCCI account on July 19. Create an account on Gucci’s website to receive updates on specific timing for the drop. Each backpack will retail for $2500 USD.
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