The clan “100 Thieves” has e-sports teams in Call of Duty, League of Legends, Valorant, and many other games. The gaming clan also sells clothing in the shop. However, the prices are now being debated. Fans say that the gaming merchandise is far too expensive. But the CEO, Matthew “Nadeshot” Haag, contradicts the claims: They are a fashion label, not a merch company, and use only the best quality.
This is 100 Thieves:
- The clan “100 Thieves” was founded in 2015 by former “Call of Duty” professional Matthew “Nadeshot” Haag. The clan maintains e-sports teams in many major titles: including a professional team in League of Legends, additional teams in Fortnite, Call of Duty, or Valorant.
- The clan is known for its collaborations with major influencers: the most notable are Nadeshot himself, the biggest gaming streamer in the world, Valkyrae, and Jack “CouRage” Dunlop.
- 100 Thieves operates an online shop where products can be purchased.
New clothing line should be available to “everyone at any time”
What item is the accusation about? It is about a new clothing line from 100 Thieves called the “Foundations Line.” The fashion line was promoted last week as “Always On.” It is promised to be “the first collection for everyday wear that one can always wear,” 100 Thieves stated on their website.
Previous collections from 100 Thieves were apparently sold out quickly and were limited. The special feature of the new edition was supposed to be that it could now be reliably purchased.
Nadeshot said in a video: This clothing is a chance for everyone to be “part of the movement.” The clothing is an expression of what he sees as “cool.”
However, criticism arose since the line was actually released and available for purchase on July 3rd.
The criticism particularly targets one of the items from the new collection – an anorak for $135. The “Foundations Anorak” is available in the colors Alpine, Black, and Red. The price is the same each time.
This is the criticism: The criticism is directed against the price. The price is seen as outrageous and “beyond the reach of the average gamer.”
A user on Twitter says: The line is supposedly intended to be available to everyone at any time. But a “hoodie for $135 (€114) speaks a different language.”
This is what Nadeshot says: He says it is not a hoodie, but an anorak. Furthermore, they are a “clothing company” and do not just sell merchandise.
They hired the best designers, paid the best factory, and used the best materials.
“You have forgotten the fans who made you big – you only care about the money”
What is the reaction? Under Nadeshot’s response, the discussion on Twitter is rather hostile. The prices are labeled as “exaggerated.” It is said that Nadeshot only cares about the money.
Overall, there is also a lot of positive feedback for the “Foundation” edition. Apparently, 100 Thieves has some fans who are willing to spend money for “good quality.”
This is what it’s about: The exciting thing here is that Nadeshot wants the products from 100 Thieves to be perceived as “fashion”, not as promotional products for an e-sports clan.
In doing so, he departs from the normal pricing expectations that fans are willing to pay for “clothing of their clan.”
The way the clothing is promoted is actually the way merchandise is promoted. In the videos for the collection, you see the influencers and players of the clan.
Like the deal of TSM with the crypto exchange, the designer clothing from 100 Thieves is another example of e-sports clans now having to find more ways to earn money outside of the actual gaming.
E-sports is a business and is professionalizing: While e-sports clans are not only active in sports, a lot is happening over social media:
The 10 largest e-sports teams in the western world – by fans on social media
