100 Thieves Teams Up With Pokémon in Streetwear Play

Los Angeles-based esports organization 100 Thieves is betting that gamers will pay up for Pokémon nostalgia wrapped in high-end streetwear.

The lifestyle brand announced a limited-edition apparel collaboration with The Pokémon Company set to launch Oct. 25. The 19-piece collection features minimalist designs showcasing classic characters including Pikachu, Jigglypuff and Mew, a departure from 100 Thieves' typically bold branding.

The partnership, first announced in February 2024, arrives as entertainment companies increasingly turn to fashion collaborations to capitalize on intellectual property. Pokémon has ramped up its apparel strategy this year following the rapid sellout of its Human Made collection and an expanded casualwear line with French retailer Celio.

Pokémon Apparel Collection Prices Range From $38 to $998

Prices for the new line range from $38 for T-shirts to $998 for a Pikachu varsity jacket produced by heritage outerwear maker Golden Bear. Hoodies are priced at $95, while the collection also includes carpenter pants, reversible vests and premium jerseys, all designed for everyday wear rather than pure fan merchandise.

The collection marks a shift in strategy for 100 Thieves, which has toned down its prominent logos in favor of subtle embroidered insignias paired with Pokémon artwork. A Gyarados crewneck and a cap nodding to protagonist Ash Ketchum's signature look round out the lineup, each bearing small 100 Thieves branding.

The drop will be sold exclusively through 100Thieves.com, mirroring the scarcity-driven distribution model Pokémon has employed with previous high-end partnerships including collaborations with Uniqlo and streetwear label Human Made.