GUCCI X 100 THIEVES COLLECTION FILM
The House goes into the world of esports through a collaboration with 100 Thieves Gaming.
July 26, 2021
The Gucci x 100 Thievescollaboration draws on the shared values of both companies who passionately believe in diversity and self-expression, championing the importance of being able to hold a personal point of view without feeling limited by convention. As part of the Gucci Off The Grid initiative, the limited-edition Gucci x 100 Thieves backpacks stand for both company’s commitment to sustainability and respect: respect for the people we share our planet with as well as for the environment – both keys to enjoy the world with greater freedom. This represents the first chapter of many steps Gucci and 100 Thieves will take together to promote their shared values, helping to drive the fashion and gaming industries towards a more sustainable, diverse and inclusive future.
Spotlighting the backpacks and their significance while introducing the dynamic people behind 100 Thieves to the Gucci community, a digital campaign was shot by New York-based Director and Photographer Guy Aroch in the 100 Thieves’ world class gaming facility, known as the Compound. 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.
As part of the Gucci x 100 Thieves collection, the special backpacks are made from recycled and sustainably sourced materials – including Econyl made from fishing nets, carpets and other scraps.