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On July 13, 100 Thieves’ CEO Matthew “Nadeshot” Haag revealed the inspiration behind the team’s recent collaboration with Gucci. During the owner’s stream, fans of both Nadeshot and 100 Thieves voiced their issues with the development, regarding Gucci’s luxury price tags. In response to this, Nadeshot shared that Gucci approached him for the joint venture.

100 Thieves has become known for its high-end apparel brand in conjecture with its esports teams. The organization has become known as the “hoodie org” on Twitter — from when they were only selling apparel instead of winning in esports. That frame of mind has since changed but the point remains: 100 Thieves is a luxury clothing brand, and many are confused by their desire to collaborate with a brand like Gucci for more expensive items.

This is a genuine concern from fans, considering that Gucci’s last collaboration with an esports brand was with Fnatic in June of 2020. The European-based esports team created a limited-edition Gucci watch with the luxury brand that set buyers back $1,600.

Nadeshot speaks on Gucci x 100 Thieves

“I can’t believe some people’s responses,” Nadeshot said on stream. “If you were in my shoes, worked your ass off every day for the last ten years to make a name for yourself in gaming, then spent the last four years building a brand that you put your blood, sweat and tears into… you’ve sacrificed a lot. And a brand as prestigious and globally recognized as Gucci asks you to work with them and create a collaboration together… you expect me to say no?”

This was the first time that Nadeshot spoke about the collaboration between 100 Thieves and Gucci.

100 Thieves’ collaboration with Gucci will be revealed on Gucci’s website on Monday, July 19. There has been speculation that it will include clothing, according to what members of 100 Thieves have said on Twitter. However, that has not yet been confirmed.


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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