Theresa Gaffney
100 Thieves, the esports and lifestyle brand well known for its famous owners Drake and Scooter Braun, is equally notable for its trend-setting style in the industry. Unfortunately, its latest “Numbers” apparel line is not meeting usual expectations. The line, launched on February 29th, features a minimalist two-color block design centered on the terms “100” and “Thieves” in different placements. The relative simplicity of the design may be what set fans and fashionistas off, as they are used to 100 Thieves going in a sleeker, edgier direction.
💯 pic.twitter.com/CKr8DlkhEF
— 100 Thieves (@100Thieves) February 29, 2020
Since release, detractors have taken to Twitter mocking the simplistic design by replacing the 100 Thieves blocks with names of other esports brands. Influential streamer, Herschel “DrDisrespect” Beahm IV, called 100 Thieves founder Matthew “Nadeshot” Haag out in typical fashion on Twitter: “Cmon Nadeshot, I’ve seen better jackets at Burlington coat factory.”
100 Thieves February 2020 “Numbers” launch hinged on its wider availability to the public. Previously, fans could only purchase apparel from an online shop. With this release, 100 Thieves opened a new physical store in their “Cash App Compound” located in Los Angeles for the public to grab swag a full two hours before online launch.
Despite the feedback, the “Numbers” apparel line has sold out as of Saturday evening according to a tweet by the company. Responses to the tweet range from “Imagine wasting money on that,” to “Get used to it. You either buy it or you don’t. 100thieves is going to the top.”
No matter where your fashion sensibilities lie, 100 Thieves at least got their money’s worth this time around.
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