Lifestyle brand Smiley is making its first steps into the esports scene with its first esports collab: G2 Esports.
UK-based lifestyle brand Smiley announced its first partnership with an esports org in its long, five-decade run, and it is with none other than G2 Esports.
Officially known as The Smiley Company, Smiley holds the rights to the smiley face for most territories and countries all over the world.
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G2 x Smiley
The first drop of G2 x Smiley streetwear launched last July 17. This is a limited-edition line, and is described as "a collision of competitive spirit and iconic optimism." The collection has a healthy assortment of styles for the summer, including t-shirts, button-downs, hoodies, and even a tufted rug. Fans can acquire their pieces exclusively at the official G2 online store
A second drop is planned for later in the year, and this will feature autumn/winter products including hoodies, jeans, and accessories. This second drop will launch at a pop-up event with details to be announced.
This partnership with G2 marks The Smiley Company's first steps into the esports sphere. To describe it simply, this collab was not half-assed — all products were a thoughtful mix of G2's competitiveness and Smiley's optimism.
"G2 is about pushing limits, whether that’s in competition or creativity, and we’re excited to launch this collection together with Smiley to further disrupt the esports fashion space," says Sabrina Ratih, COO of G2 Esports. "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."
"Smiley is a global beacon for inspiring joy and positivity across the world, for every generation," says Ross Wilson, Chief Product Officer – Fashion for The Smiley Company. "G2 is an organization that brings smiles to their fans around the world through a blend of positivity, joy, and fearlessness, and we couldn’t think of a better team to combine forces with to create a collection for fans who know that being playful is powerful."
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