100 Thieves x Gucci: Luxury fashion continues with egaming collaborations

Here’s your first sneak peek

With egaming’s rise to a projected 577 million users by 2024, it’s only fitting for luxury brands to dip their toes into this thriving enterprise. According to Statista, the global esports market is valued at just over $1.08 billion for 2021, doubling its revenue from the previous year.

“Additionally, the esports industry’s global market revenue was forecast to grow to as much as $1.62 billion in 2024,” Statistica reports. “Asia and North America currently represent the largest esports markets in terms of revenue, with China alone accounting for almost one fifth of the market.”

With this, the Italian fashion house of Gucci just collaborated with 100 Thieves. “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 100 Thieves—a Los Angeles-based brand of apparel, lifestyle and gaming,” stated the brand.

This is not the first time a luxury house has partnered with a game developer. In 2019, Nicolas Ghesquière created a League of Legends capsule collection for Louis Vuitton, partnering with the most player-focused game developer in the world, Riot Games. Also, Gucci released a limited-edition timepiece as part of its collaboration with eSports organization Fnatic last year.