Esports Fashion – Brand Analysis


Streetwear and esports have become two things colliding together. Esports brands have become more aware that the same target market that follows them, are at least are cognitive of the streetwear market.

Other brands haven’t managed to find the same success. Many have moved from the direction of generic logo clothing to trying to produce something that looks killer. Throughout the rest of this article – and into the future – I’ll be breaking down some esports brand’s attempts into the streetwear scene.

100 Thieves

The forerunner of this movement is 100 Thieves. 100 Thieves managed to release incredible merchandise, they’ve also tapped into a key aspect of the streetwear market: exclusivity.

100 Thieves do what no other brand has managed to do in esports. Even those who aren’t fans of the Thieves try and cop their releases, meet with the same issues that high profile drops face which is complete stocks selling out in under 5 minutes.

Moving on from exclusivity, 100 Thieves’ esports streetwear is top notch. Their clothing harnesses whatever trend is going on at the moment. Not only that, but their clothing also has enough variety that it doesn’t narrow down who shows interest in their line.

The last 100 Thieves drop – selling out in under 3 minutes

The success of 100 Thieves is credited to three things: Their social media presence building up a drop, whoever designs their line, and Nadeshot. The first two are fairly obvious, the third some would credit to Doug (their designer), vice Nadeshot himself.

Nadeshot is the face of 100 Thieves. When the team was in the forming stages, Nadeshot was very much a public face. He took interviews, he did partnered streams with other personalities, and 100 Thieves’ moves were public and associated with Nadeshot’s face. Because of this, Nadeshot went from only being a FPS player to an esports icon. With sharp branding following him, they made any clothing his brand released a no brainer to cop. I doubt it will change in the future.

Counter Logic Gaming

Counter Logic Gaming (CLG) has been a brand growing from a tad dated esports fashion line, sticking to a traditional and standard line, to harnessing their fan base. CLG doesn’t have the same success as 100 Thieves by any means, but this doesn’t dismiss the appeal of their clothing. Moving away from generic logo clothing (as was standard in the past), they seemed to have struck gold with whoever is managing their fashion department.

Still sticking true to their logo, they’ve become better incorporating it into a more modern look. Bringing back tie-dye, using pastel colours, and bold CLG font, and fueled by more performance of their teams vice exclusivity of their lines, they’ve become more of an appealing of a brand. Streetwear has become more associated with the CLG brand in the recent months, and it’ll be interesting to see if their trend continues. Their CLG x JISU line came a tad late in the summer, but is a killer summer look regardless.

CLG x JISU Summer Collection

FlyQuest Sports

FlyQuest is a newer team, inducted around the same time as 100 Thieves, with next to none of the same publicity. No public face, no big streams, nothing of the sort. They sport teams in some major esports, and have a solid web series. FlyQuest’s streetwear was non-existent, hinting at some in their web series following their League of Legends team (still waiting on their Notorious POB tee), but that was it.

FlyQuest did do something that no other brand has done though, and that’s release a women’s line. It’s not streetwear, but it’s activewear, and it’s exclusive to FlyQuest. I can’t speak to the appeal of their women’s line, but I did get some second opinions from some women both not interested in esports and those who follow the scene.

From the women consulted, the line is well received, especially the sports bra, which is something you would not expect from an industry lead by created by men. This is a sign of changing times for the good, and whoever FlyQuest has at the helm of the women’s line is doing a killer job. The one bone some had to pick with the line is everything is skin tight, and the standard baggy hoodies seem to be lost for the women’s wear. Note that FlyQuest does carry a men’s hoodie, although it’s not listed alongside the other women’s wear.

It’s to be noted – 50% of all women’s flightwear net profits support Women for Women International

More brands will be coming in the future weeks, especially as new lines become released. The analysis of the brands will not be limited to large scale esports teams, and will include smaller teams with an eye for appealing clothing.

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