It looks like a mash-up made in heaven. Lifestyle brand Smiley has secured a big gaming gig, co-producing a lifestyle collection with major entertainment and esports brand G2. It’s big because G2’s competitive gaming platform claims over 40 million fans worldwide.
Launching today (17 July), the limited-edition drop is described as “a collision of competitive spirit and iconic optimism, blending G2’s fearless identity with Smiley’s signature positivity”.
For good measure, the creative collab also “pushes the boundaries of esports fashion with a playful fusion of streetwear and gaming culture”.
As Smiley’s first collaboration with an esports team and its first fully designed esports capsule collection, the drop combines “G2’s high-performance, meme-loving, no-holds-barred energy with Smiley’s world-renowned legacy of joy, feel-good positivity, and pop culture”.
The result is a collection featuring oversized graphics and signature Smiley icons “reimagined through the lens of G2’s competitive DNA”.
The first drop features a mix of summer streetwear styles, including T-shirts, button-down shirts and hoodies It even has a limited-edition tufted rug. The second autumn/winter drop will launch at a pop-up event later this year with more items, including hoodies, jeans, accessories and more.
Sabrina Ratih, COO of G2 Esports, added: “G2 is about pushing limits, whether that’s in competition or creativity, and… this collection together with Smiley further disrupts the esports fashion space.
“We wanted to create something that reflects our personality: fun, daring, and unapologetically G2, and Smiley has always stood for positivity and self-expression, so together we’ve been able to create a collection that reminds the world to smile.”
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