UK-headquartered esports organisation and UK-based online fashion retailer ASOS have collaborated to produce a new range of gaming clothing.
The two global brands have worked together to create this unisex collection of esports gaming apparel as part of a continued partnership.
The line includes pro jerseys, jackets, joggers and training tees across Fnatic’s Pro Wear, Summer, Autumn and core lines.
Fnatic and ASOS said in a press release that this is a first-of-its-kind collaboration, which has seen the fashion retailer stock the range of apparel from July 18th 2022 on ASOS.com, priced from £28 to £100.
You can see the full Fnatic x ASOS clothing line here.
They said the branded training kits are ideal for marathon gaming sessions, while Fnatic’s official team jersey, features the ASOS sponsor logo. T-shirts, joggers, low-key logo hoodies and sweatshirts complete the set.
“Bridging the gap between fashion and gaming is something we’ve been exploring in depth over the last 12 months. This latest launch with ASOS shows the appetite from the fashion e-commerce sector to tap into our Fnatic gaming community, and we’re confident this drop will be something both gamers and a wider audience can wear alongside their favourite traditional brands.”
Sam Mathews, Fnatic
Vanessa Spence, commercial design and visual director at ASOS, said: “We’re incredibly excited about the latest iteration of our partnership with Fnatic. As esports continues to boom, we’re seeing GenZ-ers increasingly express their style in both the physical and digital worlds. This is something we’re excited to fuel through this partnership, bringing esports to life with a curation of apparel for both in and out of the gaming chair.”
Sam Mathews, Fnatic founder, added: “Bridging the gap between fashion and gaming is something we’ve been exploring in depth over the last 12 months. This latest launch with ASOS shows the appetite from the fashion e-commerce sector to tap into our Fnatic gaming community, and we’re confident this drop will be something both gamers and a wider audience can wear alongside their favourite traditional brands.”
The move is another example of the esports and fashion worlds coming together, with brands like Nike, Adidas and Puma getting involved in esports, as well as the likes of Louis Vuitton previously partnering with Riot Games for activities in League of Legends.
The news comes after Fnatic qualified for Valorant Champions and Fnatic reached top four in the ALGS 2022 Championship.
Dom is an award-winning writer and finalist of the Esports Journalist of the Year 2023 award. He graduated from Bournemouth University with a 2:1 degree in Multi-Media Journalism in 2007.
As a long-time gamer having first picked up the NES controller in the late ’80s, he has written for a range of publications including GamesTM, Nintendo Official Magazine, industry publication MCV and others. He worked as head of content for the British Esports Federation up until February 2021, when he stepped back to work full-time on Esports News UK and offer esports consultancy and freelance services. Note: Dom still produces the British Esports newsletter on a freelance basis, so our coverage of British Esports is always kept simple – usually just covering the occasional press release – because of this conflict of interest.
