G2 Teams Up With Smiley on Streetwear Collection

G2 has announced another fashion collaboration, this time with the lifestyle brand Smiley. The limited-edition capsule collection marks Smiley's first ever collaboration with an esports brand.

Berlin-based entertainment and esports brand G2 is expanding its lifestyle collection with a collaboration with the lifestyle brand Smiley. This limited-edition drop, launching on 17 July, "is a collision of competitive spirit and iconic optimism, blending G2's fearless identity with Smiley's signature positivity", according to the announcement.

"G2 is about pushing limits, whether that's in competition or creativity, and we're excited to launch this collection together with Smiley to further disrupt the esports fashion space," says Sabrina Ratih, COO of G2 Esports. "We wanted to create something that reflects our personality: fun, daring, and unapologetically G2, and Smiley has always stood for positivity and self-expression, so together we’ve been able to create a collection that reminds the world to smile."

This is Smiley's first collaboration with an esports team, as well as their first fully designed esports capsule collection. The first drop, which will be available via the G2 online store from 17 July, features a mix of summer streetwear styles, including T-shirts, button-down shirts, hoodies and a limited-edition tufted rug. A second drop featuring autumn/winter items, including hoodies, jeans and accessories, will be launched at a pop-up event later this year.

"Smiley is a global beacon for inspiring joy and positivity across the world, for every generation," says Ross Wilson, Chief Product Officer - Fashion for The Smiley Company. "G2 is an organization that brings smiles to their fans around the world through a blend of positivity, joy and fearlessness, and we couldn't think of a better team to combine forces with to create a collection for fans who know that being playful is powerful."

G2 has become one of the most recognised names in competitive gaming. The company claims to have over 40 million fans worldwide. "Marking its 10th anniversary, G2 is stepping into a bold new era in 2025 with a seven-figure Series B raise, the launch of its own media powerhouse 62, a foray into traditional sports through Gerard Piqué’s Kings League, and this exclusive capsule collection with Smiley," G2 said.

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