Collaborations between gaming companies and high-end fashion companies have been becoming more numerous as gaming becomes more luxurious in popular culture. Highly respected and sought-after brands like Louis Vuitton and Balenciaga have recently released gaming collaborations, and the newest one that dropped earlier today, July 19, was a partnership between Gucci and 100 Thieves, a gaming and lifestyle brand.
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 @100Thieves—an apparel, lifestyle and gaming brand. #100ThievesxGucci pic.twitter.com/3lrrNGKkyx
— gucci (@gucci) July 19, 2021
The two brands together have so far only released one item, a nylon backpack that is featured in shocking red but available in other colors. The fabric of the bag is embedded with the Gucci logo, and it displays a black patch in the center that showcases the 100 Thieves logo. Severely limited edition, only 200 of these bags will be produced, and each one retails at $2,500. This backpack is part of Gucci’s Off The Grid campaign, which involves sustainable and recycled materials in an attempt to maintain the environment. 100 Thieves evidently backs this desire, and the Gucci website states:
As part of the Gucci Off The Grid initiative, the limited-edition 100 Thieves x Gucci backpack is a manifestation of both companies’ commitment to sustainability and respect: respect for the people we share our planet with as well as for the environment.
This Gucci collaboration also features several of the creators and gamers 100 Thieves boasts. Valkyrae, Neekolul, BrookeAB, Nadeshot, CouRageJD, Yassuo, Kris London, Ssumday, and Kenny are all involved in the media production and have earned their own blurbs and model shots on the Gucci x 100 Thieves page. It is yet unknown if this partnership will result in more products or content.
A few of the 200 limited edition 100 Thieves X Gucci Off The Grid backpacks will be available in store today, exclusively at the Gucci Beverly Hills Flagship on Rodeo Drive. #100ThievesxGucci pic.twitter.com/OfzwhDM2s5
— 100 Thieves (@100Thieves) July 19, 2021