Gucci Link-up With Gaming Organisation 100 Thieves for an Unexpected Collaboration

Gucci has been a little bit quiet since its centennial anniversary collaboration with Balenciaga, but just when you think things have calmed down, the Italian based brand finds new ways to surprise us. Gucci has now revealed an unusual partnership with gaming and lifestyle organisation 100 Thieves.

For the unfamiliar, 100 Thieves is a Los Angles based gaming team known for its team's involvement in Esports competitions. The organisation has several teams competing in gaming titles such as Call of Duty, League of Legends, Fortnite and many more. In 2018, Drake jumped on board with a substantial investment leaving him with co-ownership of the group.

When speaking of the connection, Gucci explains that they are “Drawing on the shared values of freedom and self-expression" and hope with this collaboration they can tap into a new audience.

It's unclear at this time what we can expect to see from this collab, but we won't have to wait long as it's set to drop on the 19th of July exclusively for MY GUCCI account holders. In other news, NIGO teases a KAWS x HUMAN MADE collaboration.