G2 Esports has made an exciting announcement, unveiling its debut anime collaboration: a limited-time capsule collection with the popular anime and web novel series, Solo Leveling. This new line captures the essence of ‘modern high-low streetwear’ and is set to launch on the G2 online store today.
G2 Esports has announced its first-ever anime collaboration, a time-limited capsule collection with anime and web novel series Solo Leveling.
Unveiling the Solo Leveling Collection
Solo Leveling is a narrative that follows Sung Jin-Woo, a once weak hunter who gains strength through battling in dungeons and overcoming fierce bosses. Initially a fantasy web novel penned by Chugong in 2016, the South Korean tale evolved into a webtoon and received its anime debut in January 2024, with a recent second season release. The collaboration with G2 showcases pieces that are dark and understated, yet accented with ‘flashes of lighting and sparks’, reflecting Jin-Woo’s power surges in shadowy realms.
“This is more than a fashion drop, it’s a statement of where gaming, anime, and street culture are headed,” remarked Sabrina Ratih, COO of G2 Esports. The collaboration is about more than just celebrating a shared story of power and perseverance; it’s about inviting fans to embody that narrative through fashion as part of G2’s quest to redefine esports fashion with statement pieces that blend fandom and lifestyle.
Esports Organisations Turned Lifestyle Brands
For G2 Esports, this latest apparel launch is another stride towards establishing itself as a global lifestyle brand. Over its ten-year journey, the esports entity has broadened its reach, including ventures such as its media house agency 62 and an expansion into traditional sports through Gerard Piqué’s Kings League. Furthermore, G2 has embraced modern media by releasing its own webtoon series, Red Aura, last month.
This isn’t G2’s first foray into fashion collaborations, having previously partnered with fashion house Ralph Lauren and lifestyle brand Smiley for apparel collections. However, G2 isn’t alone in this strategic expansion. Other esports organisations like 100 Thieves and Sentinels have also integrated streetwear and lifestyle elements into their brand identities.