The Rise of Live-Streamer Style

Other gamers are spending much more on their looks. 'The professional players have probably spent $500 to $1,000 on what they’re wearing,' Mr. Haag said. 'They’ve got Gucci and Balenciaga. It’s absolutely ridiculous.' And, he said, 'as soon as the players started elevating their wardrobe, that’s when all the fans started doing it too.' Since its founding in 2017, 100 Thieves has attracted high-profile investors like Drake and Scooter Braun. The last time thecompany held a merch 'drop,' Mr. Haag said, theonline storefront sold out in 'about 18 minutes.'

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