100 Thieves apparel is led by VP of Brand & Apparel Doug Barber, who joined the company in 2019 from premium athleticwear brand Reigning Champ, in collaboration with 100 Thieves’ founder & CEO Matthew “Nadeshot” Haag. Barber is joined by Jide Osifeso and Jan Upright, who round out the brand’s design and development team. Notably, Osifeso joins 100 Thieves coming off a prolific 2019 in which he launched his own brand Hymne, the Weeping Eye collection with Reigning Champ, and led the design for Kendrick Lamar’s recent collaboration with Nike, the React Element 55 KL.
“My goal since Day 1 with 100 Thieves has been to elevate apparel in the gaming community. Doug, Jide, and Jan have been instrumental in bringing this dream to life,” said Matthew “Nadeshot” Haag, Founder & CEO of 100 Thieves. “This first collection and our retail experience is the most progressive creative work we’ve done at 100 Thieves, and I’m so proud to have Doug, Jide, and Jan leading these efforts.”
100 Thieves has also revealed more details about its 2020 apparel program. Consisting of six capsule collections featuring a full range of unisex items, this marks a significant shift in strategy for the brand. After dropping just three collections in 2019, the brand found itself heavily traded on aftermarket platforms, making them one of the Top 20 brands on StockX in 2019.
“For 2020 we wanted to create something completely new for the 100 Thieves community. In response to what we heard from our fans, this year we’re making our best ever apparel, doing more regular drops, and putting more product in the hands of our supporters,” said Barber.
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ABOUT 100 THIEVES
100 Thieves (“Hundred Thieves”) is the premier lifestyle brand and gaming organization. Based in Los Angeles, the company was founded by former Call of Duty World Champion and YouTube sensation Matthew "Nadeshot" Haag. 100 Thieves has leading esports teams competing in League of Legends, Fortnite, and Counter-Strike. The brand is recognized globally for its apparel, known for rapidly selling out new drops. 100 Thieves produces top gaming podcasts and massively popular YouTube content, created by its world-class gaming talent including CouRageJD, Valkyrae, and BrookeAB.
100 THIEVES OPENS ITS FIRST RETAIL STORE AND REVEALS ITS 2020 APPAREL PROGRAM
LOS ANGELES (Feb. 24, 2020) – 100 Thieves has announced new details of its 2020 apparel program and its debut capsule collection. Leading the 2020 apparel program is the Numbers Collection, which will be available both online and in-store this Saturday, February 29. The in-store drop opens at 10am on Saturday, followed by online at 12pm PT. The in-store element is a first-time effort from 100 Thieves, which is opening its first retail location inside its newly unveiled, state-of-the-art 100 Thieves Cash App Compound in the Culver City neighborhood of Los Angeles. 100 Thieves is expecting some of its largest creators and athletes to come and celebrate the retail space opening and its first collection drop, and there will also be a special in-store only item available for purchase.