G2 Esports has revealed its inaugural collaborative effort with an anime property, presenting a limited-edition collection in association with the anime and online novel phenomenon, Solo Leveling.
Showcasing garments described as ‘contemporary high-low streetwear,’ the collection is scheduled to debut on G2’s digital storefront today.
Solo Leveling follows the journey of Sung Jin-Woo, a seemingly ordinary hunter who obtains the extraordinary potential for advancement through navigating perilous dungeons and overcoming formidable boss encounters.
Solo Leveling initially emerged as a captivating web novel in 2016, penned by Chugong. This narrative from South Korea was subsequently adapted into a serialized webtoon format with illustrations. In January of 2024, Solo Leveling was further translated into an anime series, with its second season premiering earlier in the current year.
According to official sources, the G2 collaboration encompasses dark and understated designs punctuated by ‘bursts of light and energy,’ drawing inspiration from Sung Jin-Woo’s dramatic surges in strength within the shadows.
“This initiative transcends a mere fashion release; it signifies the evolving convergence of gaming, anime, and contemporary street style,” stated Sabrina Ratih, COO of G2 Esports.
“Beyond celebrating a mutual narrative of might and determination, we are inviting enthusiasts to actively embody and express this story. This collection reinforces our ambition to redefine esports fashion by introducing sophisticated, understated pieces that seamlessly integrate fandom with everyday life.”
Esports Teams Evolving Into Lifestyle Brands
For G2 Esports, this recent apparel offering symbolizes another deliberate stride toward establishing itself as an internationally recognized lifestyle brand.
Since its inception a decade prior, the esports organization has diversified its portfolio to resonate with a broader demographic. This includes their in-house media division, Agency 62, and their venture into traditional sports through Gerard Piqué’s Kings League.
Acknowledging the pervasive influence of contemporary media formats, G2 also introduced its original webtoon series, Red Aura, during the preceding month.
Previously, the company had collaborated with the fashion empire Ralph Lauren and the lifestyle brand Smiley for exclusive apparel lines.
However, G2 is not isolated in its pursuit of this expansive approach. Organizations such as 100 Thieves and Sentinels have also integrated streetwear and lifestyle endeavors into their overall brand identities.
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