Hip gaming org 100 Thieves and luxury house Gucci have gone live with their previously-announced, gaming industry-advancing collaboration: a $2,500 backpack.
A numbered, limited-edition run of 200 pieces of the Off The Grid backpack will be available both online and at the Gucci store in Los Angeles, beginning today. In order to purchase one on the web, shoppers must sign up for a free My Gucci account.
The backpacks are bright red with black leather trim — 100 Thieves’ signature colors — with a black leather patch embossed with the gaming org’s logo. According to WWD, the backpacks are made from recycled and sustainably sourced materials, including Econyl. Outer packaging will be made from recycled paper, and each bag will arrive in a recycled nylon pouch.
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WWD reports that other product collaborations are planned between 100 Thieves and Gucci, which will highlight sustainability.
100 Thieves co-founder and former esports pro Matthew ‘Nadeshot’ Haag wrote a message to followers on social media about the seismic achievement. “I was dead broke eight years ago. I was depressed four years ago,” he wrote. “With the help of my friends, I pulled myself out of that dark place I was in and we built a family that has now been globally recognized by one of the biggest brands in the world. Today is one of the biggest days of my life.”
Gucci also commissioned a photo and video campaign with members of 100 Thieves modeling other wares — including Nadeshot, Valkyrae, Neekolul, BrookeAB, Kris Landon, SSumday, Kenny, Yassuo, and CouRage JD. It was shot by New York director and photographer Guy Aroch at the 100 Thieves compound in Los Angeles, per WWD.
You can check out the video teaser right here: