Now, the company is grappling with the necessary scale to reach profitability, while navigating a new gaming and streetwear landscape that’s normalised after a pandemic boom.
100 Thieves has previously been described as the “Supreme of esports”. Arguably the largest fashion-streetwear label born from the gaming community, it’s the first to go beyond mass producing T-shirts with simple logos. The brand is bolstered by a strong network of gaming talents who promote its drops and events — from TikTok mega-influencer Vinnie Hacker, who signed on in 2022, to co-owner Rachell “Valkyrae” Hofstetter. A gaming star with over four million followers on YouTube, Hofstetter in February became one of the first gamers to attend Milan Fashion Week, sitting on Gucci’s front row. Talents signed to 100 Thieves — whether as ambassadors or members of their esports teams — feature in…
