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Esports and entertainment company 100 Thieves announced its first collaboration with luxury brand Gucci.

100 Thieves has prided itself on becoming an apparel and entertainment brand within esports. They’ve accomplished this by having a successful apparel line while hiring content creators and top-tier esports teams. Since 2018, when the company was first founded by former Call of Duty professional Matthew “Nadeshot” Haag, 100 Thieves have always been the luxury side of esports.

That luxury tagline is being taken to new heights with their recent announcement of the collaboration. Gucci is a luxury fashion house based in Florence, Italy. Its product lines include handbags, footwear, accessories, makeup and fragrances. The announcement video featured both 100 Thieves Co-owners Rachell “Valkyrae” Hofstetter and Jack “Courage” Dunlop. Alongside the co-owners were two professionals who have become household names with the 100 Thieves brand: Kim “Ssumday” Chan-ho and Kenneth “Kenny” Williams. The League of Legends and Call of Duty professional can be seen playing an old-school arcade game in the opening of the video.

100 Thieves CEO teases Gucci collab

100 Thieves recently announced their “always on” apparel line titled Foundations. To celebrate, the organization threw a party with some of their closest colleagues in the esports and gaming scene. Additionally, at the event, Nadeshot was seen wearing a Gucci jacket over a Foundations T-shirt. This wasn’t out of the ordinary until Nadeshot posted another picture of him in a Gucci shirt on July 4. These two obvious, but subtle, placements of Gucci items in his recent photos were teasing the upcoming collaboration with the brand.

How to obtain the collaboration

This 100 Thieves collaboration is dropping on July 19 on the Gucci website. On the website, Gucci has a quote concerning the collaboration.

“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.”

For those who have a My Gucci account, which can be obtained by logging in with any email, the collaboration will be revealed on Monday, July 19. Fans can sign up for an account on the Gucci website.


Danny Appleford is an esports journalist for Upcomer that started writing for Daily Esports in 2020. He now specializes in articles surrounding League of Legends, Call of Duty, and Valorant. When Danny is not writing about all the latest news, he can be found on the 100 Thieves / Seattle Surge Discord or playing Call of Duty.


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