The Rise of Live-Streamer Style

Matt Haag wasn’t precisely dressing to impress throughout his teenage years on the aggressive Call of Duty circuit. The 26-year-old recalled, sheepishly, the basketball shorts and Payless kicks he wore on flights to tournaments across the nation again in 2008. All of his gamer buddies and teammates regarded the identical method: schlubby.

But within the final decade, one thing modified. “I just wanted to look better,” Mr. Haag mentioned. “I needed a girlfriend. I was trying to be cooler. It was as simple as that.”

Today, Mr. Haag, generally known as Nadeshot, is the chief govt of 100 Thieves, an esports group that makes attire for aggressive players and her followers. He has greater than 1 million followers on Instagram and routinely makes use of the platform to mannequin the newest in 100 Thieves merchandise: splashy graphic tees, athleisure hoodies and starchy camo pullovers, which pair properly with Mr. Haag’s huge assortment of Creamsicle-colored sneakers.

The worth level for 100 Thieves merchandise compares to many midpriced athleisure manufacturers; buyers can count on to pay $85 for a hoodie. Other players are spending rather more on their appears. “The professional players have probably spent $500 to $1,000 on what they’re wearing,” Mr. Haag mentioned. “They’ve got Gucci and Balenciaga. It’s absolutely ridiculous.”

And, he mentioned, “as soon as the players started elevating their wardrobe, that’s when all the fans started doing it too.”

Since its founding in 2017, 100 Thieves has attracted high-profile buyers like Drake and Scooter Braun. The final time the corporate held a merch “drop,” Mr. Haag mentioned, the web storefront offered out in “about 18 minutes.”

“Champion sat me and my team down, and they listened about how long we game for, and what we need fabric-wise,” Ms. Garrido, 28, said. “We’re competing onstage, we have all these lights shining on us, we can get really hot. The jerseys that we have now have airflow, so we’re not sweating as much.”

For most of her life, Ms. Garrido, who plays as EMUHLEET, would not have described herself as a particularly fashionable person. But after joining Dignitas, she became enamored with the style of the 76ers point guard and former rookie of the year Ben Simmons. “We follow him on Instagram and always try to wear what he’s wearing,” she said. “And he’s always wearing Champion too!”

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