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Gucci is making a name for itself in the gaming world.
Following partnerships with gaming platforms such as “Sims,” “Pokemon Go,” and “Animal Crossing,” among others, Gucci is releasing a capsule collection with the Los Angeles-based esports and lifestyle label 100 Thieves. The collection, which drops July 19 exclusively for users with a registered My Gucci account, features a limited-edition, numbered series of backpacks from the Gucci Off The Grid Collection as part of the fashion brand’s sustainability initiative. Designed in bright red with multiple pockets and leather trim, each bag is made from recycled and sustainably sourced materials, including ECONYL made from fishing nets and scraps.
“The collaboration draws on the shared values of Gucci and 100 Thieves, both companies that 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,” Gucci wrote in a statement. “As part of the Gucci Off The Grid initiative, the limited-edition Gucci x 100 Thieves backpacks stand for both company’s commitment to sustainability and respect: respect for the people we share our planet with as well as for the environment – both keys to enjoy the world with greater freedom. This represents the first chapter of many steps Gucci and 100 Thieves will take together to promote their shared values, helping to drive the fashion and gaming industries towards a more sustainable, diverse and inclusive future.”
This collaboration is another sign of the rising popularity of 100 Thieves, established in by professional gamer Matthew Haag. Since its founding in 2017, it has secured investments from prominent figures in the entertainment industry such as Drake and Scooter Braun, in addition to competing in gaming championships such as League of Legends and Call of Duty through its worldwide collection of gamers.
Shop the Gucci x 100 Thieves capsule collection here.