100 Thieves, Gucci launch collaborative luxury clothing project that includes a $2,400 backpack

100 Thieves, Gucci launch collaborative luxury clothing project that includes a $2,400 backpack

The new, luxury backpack launched by the two parties is available now.

100 Thieves and Gucci have launched their collaborative clothing project featuring a new, luxury backpack. The collaboration “draws on the shared values of freedom and self-expression,” according to Gucci.

Fans looking for a complete clothing line out of the two parties will find that the only new item launched by Gucci as a result of this collaboration is the “Off the Grid” backpack, which features a red color scheme as well as the logos of 100 Thieves and Gucci plastered across the body of the back. With four different compartments, the backpack itself is quite large and retails for $2,400.

Fans of 100 Thieves can head to the official website of the collaboration to find many of the organization’s content creators decked out in Gucci clothes, modeling some already-existing items available from the luxury brand.

Each of the content creators showcased on the collaborative site sport a different “look” comprising several different clothing articles. Consumers can purchase a certain content creator’s look altogether or they can shop for items individually.

Keep in mind that since Gucci is a luxury clothing brand, the clothing articles modeled by 100 Thieves content creators such as Valkyrae, CouRage, and Nadeshot are all relatively expensive. A full “look” featured in the collaborative effort averages several thousand dollars in price. Valkyrae’s outfit that she models in the promotional video for the 100 Thieves x Gucci collaboration, for example, costs over $7,000.

Gucci Unveils Gaming-Punched Backpack Capsule with 100 Thieves

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.

In another collaboration, Erik Ellington and Li-Ning have unveiled a new skateboarding line.

100 Thieves x Gucci Backpack Release Date, Price, Info

Brand: Gucci x 100 Thieves

Buy: Gucci’s website and Beverly Hills flagship for $2,500 apiece.

Editor’s Notes: Fashion and gaming are inextricably intertwined, this much we already knew, but Gucci is really doubling down on its mission to align with gamers. With Roblox and Tennis Clash already under its Double G belt, Gucci announced a surprise partnership with 100 Thieves last week and is already rolling out an accompanying accessory to tease the complete collaborative capsule.

With backing from Silicon Valley and celebrity investors like Drake , 100 Thieves is one of the world’s pre-eminent Esports organizations. It’s almost more of an entertainment imprint than a mere gaming team, really: though 100 Thieves does staff its squads with world-class gamers, it also employs a plethora of content creators to keep its social channels buzzing and generate external hype.

A few of those 100 Thieves personalities appear in the imagery that introduces the Gucci x 100 Thieves backpack, the first from a series of ongoing drops. The campaign enlists nine 100 Thieves members — creators Neekolul; Valkyrae; Nadeshot; Yassuo; CouRageJD; BrookeAB; Kris London; pro players SSumday and Kenny; all fully ensconced in head-to-toe Gucci — for the accompanying campaign, shot at the collectives' high-tech HQ.

The backpacks — limited to 200 pieces — are part of Gucci’s eco-conscious Off The Grid program, utilizing recycled Econyl and upcycled nylon in their construction. They’re also finished with a vivid red that matches 100 Thieves' logo. Co-branding and a tonal monogram make the luxury leanings clear, while multiple straps and ample cargo pockets encourage the stashing of controllers, mice, and headphones.

Best seen as a major arrival moment for 100 Thieves — this is its move from streetwear to proper luxury — the collaboration iterates two crucial Gucci angles: cornering the luxury-meets-gaming market and promoting sustainable production.

As seen with last month’s Demetra sneakers, Gucci is all-in on green messaging. It’s a tricky realm for fashion brands to successfully navigate but Gucci has made laudable headway, especially compared to some of its peers.

Though Gucci’s sustainability initiatives are sincere but they’re also part of a bid to allure Gen Z shoppers, who crave conscious clothing (in terms of both make and messaging).

Likewise, the house’s 100 Thieves push and greater gaming efforts are aimed at further aligning Gucci with younger consumers. Indeed, 100 Thieves investor Sequoia Capital knows the power of tapping into Esports fanbases, especially one as devoted as 100 Thieves', which frequently snaps up all the merch that the team drops.

Whether the messaging finds its mark or not, don’t expect the 100 Thieves x Gucci backpacks to sit for very long.