Esports organization and lifestyle brand 100 Thieves announced its new "Numbers Collection" on Twitter today, with an on-site lookbook and Feb. 29 release date.
Traditionally, 100 Thieves clothing drops are met with building anticipation and hype, but the Numbers collection -- a basic streetwear line with Helvetica-esque "100" and "Thieves" patches -- was met with initial derision, and other esports organizations jumped in on the memetic fun.
G2 Esports founder and former League of Legends pro player Carlos "Ocelote" Rodriguez tweeted how G2 Esports' clothing would look in 100 Thieves' style. The word "esports" looks particularly bland in an all-caps Helvetica format.
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Meanwhile, G2's decorated Rainbow Six Siege player Niclas "Pengu" Mouritzen encapsulated the prevailing social media response with this tweet.
no disrespect, but ?— G2 Pengu (@G2Pengu) February 25, 2020
Damian Estrada, creative director of strategy and apparel at Team Liquid, changed the design to "LQD." Later in a response, he made a good point that there is an expected streetwear look to the 100 Thieves' collections, and this is not in line with what the 100 Thieves brand has done previously.
Not gonna lie... this is kinda hard... ya'll just haters...🤷🏼♂️ pic.twitter.com/XDB6ZNefUW— LIQUID | Damian Estrada (@DamianEstrada) February 25, 2020
Popular streamer Herschel "DrDisrespect" Beahm IV called out 100 Thieves founder Matthew "Nadeshot" Haag.
Cmon Nadeshot, I've seen better jackets at Burlington coat factory.— Dr Disrespect (@drdisrespect) February 25, 2020
Lastly, former 100 Thieves head of esports operations Eric "Muddawg" Sanders simply asked Nadeshot this:
where mine at— OpTic Muddawg (@Muddawg) February 24, 2020