Gucci X 100 Thieves Capsule features 200 Limited-Edition Backpacks
Gucci’s latest adventure in the field of esports is a collaboration with 100 Thieves, the apparel, lifestyle, and gaming brand based in Los Angeles. As an extension of the Gucci Off The Grid initiative, 200 limited-edition, numbered series backpacks have been constructed.
Conceived by Gucci’s creative director Alessandro Michele, Gucci Off The Grid’s goal is to ensure as many life cycles as possible for a garment, by using materials that can be broken down, recycled, and repurposed.
Of the initiative, Gucci stated, “Gucci Off The Grid has been conceived to enhance respect for, and responsibility towards, the environment. Gucci believes that sustainability—at all levels—involves fostering this respect: respect for the people we share our planet with as well as for the environment. If we lighten our environmental footprint we can enjoy the world with greater freedom— the freedom to follow our dreams, with curiosity, openness and joy.”
A digital campaign to support the capsule was shot by New York- based Director and Photographer Guy Aroch. To introduce the dynamic people behind the brand, it features seven of the 100 Thieves content creators – Valkyrae, Neekolul, BrookeAB, Nadeshot, CouRageJD, Yassuo and Kris London – and two of its pro players, Ssumday and Kenny, during a day in the office. The backdrop being the 100 Thieves’ world class gaming facility, known as the Compound.
The partnership draws on the shared values of both Gucci and 100 Thieves. Each company passionately believes in diversity, self-expression, and championing the importance of being able to hold a personal point of view without feeling limited by convention. They are both committed to promote these shared values, and help drive the fashion and gaming industries towards a more sustainable, diverse and inclusive future.
The backpacks themselves come in bright red, with multiple pockets and a black leather trim, displaying a circular black leather patch with the 100 Thieves logo in silver. As expected, the special backpacks are made from recycled and sustainably sourced materials – including Econyl made from fishing nets, carpets and other scraps. The manufacturing process also incorporates the recovery and upcycling of nylon fabric.
Founded by professional gamer Matthew Haag in 2017, and funded by the likes of Drake and Scooter Braun, 100 Thieves has grown into one of the biggest names within the gaming and lifestyle industry. The company also supports a roster of pro players, (mentioned above), who compete in world championships for games like, Call of Duty, Fortnite and League of Legends.
The 200 backpacks, available on Gucci.com and Gucci Beverly Hills, will come in collectible packaging with a box made from recycled paper, displaying both the Gucci and the 100 Thieves logos. Backpacks retail for $2,500.
Gucci Creative Director | Alessandro Michele Director/Photographer | Guy Aroch Talent | Valkyrae, Neekolul, BrookeAB, Nadeshot, CouRageJD, Yassuo, Kris London, Ssumday, and Kenny
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