100 Thieves is a gaming and lifestyle organization whose activities span championship esports, digital entertainment, and premium apparel. The company describes its mission as giving gamers something to be proud of, bringing together competitive achievement and cultural expression.
Unlike a traditional esports team that focuses primarily on tournaments, 100 Thieves has built a broader identity around clothing, content creators, community events, and partnerships. Its apparel is designed to appeal both to fans who follow its competitive teams and to people who simply enjoy its visual style.
The brand’s position at the intersection of gaming and fashion is central to its appeal. It gives fans a way to express their interests through clothing while allowing streetwear shoppers to explore designs influenced by esports, online entertainment, and popular culture.
Which Country Is 100 Thieves From?
100 Thieves is an American brand associated with the United States gaming and esports industry. Its origins are closely connected to North American competitive gaming, and its headquarters and creative identity have been associated with Los Angeles, California.
The organization developed during a period when esports was becoming more visible as both a competitive activity and a form of entertainment. Its American roots remain part of its identity, although its audience, gaming communities, and brand collaborations reach beyond the United States.
Today, 100 Thieves connects American streetwear influences with international gaming, anime, and entertainment culture. This combination helps its collections appeal to customers with different interests and backgrounds.
Who Founded 100 Thieves?
100 Thieves was founded by Matthew Haag, better known as Nadeshot, a retired professional Call of Duty player. Before building the organization, Haag established himself through competitive gaming and became a prominent personality in esports.
His experience as a player gave him firsthand insight into the relationship between teams, fans, gaming personalities, and merchandise. That background helped shape 100 Thieves into an organization intended to offer more than competitive results alone.
Under Haag’s leadership, the company expanded into content creation and apparel, developing a brand identity that could connect with audiences beyond individual games. His gaming background remains an important part of the company’s story and its credibility within esports culture.
Who Owns 100 Thieves Today?
100 Thieves operates as an independent gaming and lifestyle organization rather than simply as a clothing label owned by a traditional fashion group. Its official website identifies Matthew Haag as its founder and lists several notable individuals among its owners, including Rachell Hofstetter, Jack Dunlop, Jack Martin, Drake, Scooter Braun, and Dan Gilbert.
The company has attracted outside investment during its development. In 2019, it announced a $35 million Series B funding round led by Artist Capital Management. However, that historical investment announcement should not be interpreted as a complete statement of current ownership percentages. The precise current equity distribution is not publicly detailed in the cited sources.
What Is the History of 100 Thieves?
100 Thieves was founded in November 2017, with Nadeshot bringing his experience as a professional gamer into an organization built around competition, entertainment, and culture. One early milestone came when the organization joined North America’s League of Legends Championship Series, establishing its presence in professional esports.
In 2018, its League of Legends team reached the Spring Finals, while its apparel business began demonstrating independent appeal. The company’s official history records six sold-out apparel drops that year, helping establish clothing as an important part of its identity.
The organization continued to grow through competitive achievements, creator partnerships, and investment. In 2019, its Call of Duty team won major championships in London and Anaheim, and the company announced its Series B funding round.
During the following years, 100 Thieves expanded its apparel collaborations and entertainment activities. Partnerships involving Pokémon, Attack on Titan, adidas Originals, and other brands helped connect its gaming audience with wider fashion and pop-culture communities.
By 2026, its official history included additional projects involving Oakley, Lexus, Pokémon GO, and other partners, illustrating how the organization continues to expand beyond its original esports roots.
What Products Does 100 Thieves Sell?
100 Thieves offers apparel and accessories designed around gaming, lifestyle, and contemporary streetwear. Its product categories include:
- T-shirts: Casual pieces featuring graphic designs, logos, and collection-specific artwork.
- Hoodies and sweatshirts: Everyday layers that often feature distinctive colors, graphics, or gaming references.
- Jerseys: Team-inspired apparel associated with competitive esports and organization identity.
- Jackets and outerwear: Windbreakers, anoraks, varsity jackets, and other layers.
- Bottoms: Shorts, track pants, and other casual clothing.
- Accessories: Selected items connected to apparel collections, collaborations, and gaming culture.
The exact assortment changes between releases. Some collections emphasize understated everyday designs, while others use bold graphics or references to games and entertainment franchises.
100 Thieves also has connections to gaming hardware and peripherals through partnerships and its wider business ecosystem. Shoppers should distinguish these partner products from apparel manufactured or sold directly under the 100 Thieves label.
Why Is 100 Thieves So Popular?
The popularity of 100 Thieves comes from its ability to connect several communities through one recognizable identity. Esports fans can support the organization through team clothing, while streetwear enthusiasts can appreciate its designs without necessarily following competitive gaming.
Its founder’s background also gives the brand an authentic connection to gaming culture. Rather than approaching gaming solely as a marketing theme, the organization developed from competitive play and expanded into content creation, community activities, and apparel.
Collaborations are another important part of its appeal. Collections inspired by recognizable entertainment franchises can introduce the brand to audiences who might not otherwise shop for esports clothing. Partnerships with established fashion and lifestyle companies also broaden its reach.
Limited releases can create additional interest, particularly among collectors. However, sellouts and resale prices vary by item, size, and demand. A popular collaboration does not guarantee that every product will retain or increase its value over time.
What Are the Most Popular 100 Thieves Products?
There is no single permanent list of the brand’s best selling products, because popularity changes with releases, availability, and customer demand. Nevertheless, several categories stand out across its official apparel history and resale marketplace listings.
Hoodies and sweatshirts are prominent options for shoppers interested in casual streetwear. Logo-driven designs and collaboration pieces offer different ways to wear the brand.
Team jerseys appeal to supporters who want clothing connected directly to esports. They can also interest collectors looking for particular seasons or team releases.
Graphic T-shirts provide an accessible entry point into the brand’s style, particularly when a design references gaming or popular entertainment.
Collectors may also encounter named releases such as the 100 Thieves x Pokémon apparel, 100 Thieves x Attack on Titan collections, and pieces from the Foundations range. StockX listings include products such as the Tri-color Zip Windbreaker, Birdie Short Sleeve Polo, and various collaboration hoodies.
Availability changes over time, so shoppers should verify current listings rather than assume a particular design is still sold at its original retail price.
Does 100 Thieves Collaborate With Other Brands?
Yes. Collaborations are an important part of 100 Thieves’ approach to fashion and entertainment. They bring together the organization’s gaming identity and the audiences of established apparel, footwear, and entertainment brands.
Notable examples include:
- adidas Originals: Apparel and footwear collaborations that combine the sportswear company’s recognizable design language with 100 Thieves’ gaming inspired identity.
- Pokémon: Collections featuring the globally recognized franchise, connecting gaming nostalgia with wearable fashion.
- Attack on Titan: Apparel inspired by the anime series, including graphic clothing and character-related designs.
- Oakley: A partnership bringing together eyewear and lifestyle design with gaming culture.
- Lexus: A limited collection inspired by the Lexus LFA, demonstrating the brand’s interest in automotive culture as well as esports.
These collaborations vary in scope, product selection, and availability. Some are limited releases, while others are part of broader partnerships. Their appeal comes from combining recognizable cultural references with 100 Thieves’ distinctive visual identity.
Where Can You Buy 100 Thieves Products?
The best starting point for new 100 Thieves apparel is the official 100 Thieves website. It provides access to current collections, product announcements, and information about the organization’s activities. Availability depends on the release, and limited collections may sell out.
Shoppers looking for older or sold-out pieces can also explore resale marketplaces. StockX has a dedicated 100 Thieves brand page featuring apparel and collaboration products, including hoodies, T-shirts, jackets, and other items. This confirms that the brand is represented on the platform, although individual products may not always be available to purchase.
Before purchasing resale items, compare sizes, product condition, total cost, shipping charges, and the seller or marketplace’s verification policies. If you are looking for a particular collaboration, search using the complete product name to narrow the results.
Is 100 Thieves a Luxury Brand or a Streetwear Brand?
100 Thieves is best classified as a gaming-inspired lifestyle and streetwear brand, rather than a traditional luxury fashion house.
Its identity is built around esports, online entertainment, community, and contemporary apparel. Hoodies, jerseys, graphic T-shirts, jackets, and collaborative collections make up an important part of its fashion offering.
The brand does position its apparel as premium, and some limited releases can attract collector interest. However, premium positioning and resale demand do not automatically make a brand luxury. Its core appeal lies in combining wearable streetwear with gaming culture, recognizable collaborations, and a community-driven identity.
Frequently Asked Questions About 100 Thieves
What Is 100 Thieves Known For?
100 Thieves is known for its esports organization, gaming content creators, lifestyle apparel, and collaborations with fashion and entertainment brands. Its combination of competitive gaming and streetwear has helped it reach audiences beyond traditional esports fans.
Is 100 Thieves an American Brand?
Yes. 100 Thieves originated in the United States and was founded by American esports personality Matthew “Nadeshot” Haag. Its identity is closely connected to North American gaming and contemporary streetwear culture.
Who Owns 100 Thieves?
Matthew Haag founded 100 Thieves. The organization’s official website also lists several other owners, including Rachell Hofstetter, Jack Dunlop, Jack Martin, Drake, Scooter Braun, and Dan Gilbert. The precise current ownership percentages are not established by the cited public information.
Is 100 Thieves Available on StockX?
Yes. StockX has a dedicated 100 Thieves marketplace page with listings for apparel and collaboration items. However, availability varies by product, size, and seller activity, so not every item will be in stock at any given time.
Are 100 Thieves Products Expensive?
Prices vary by product type, collection, and release. Basic apparel may cost less than specialized outerwear or limited collaboration pieces. Resale prices can also differ from original retail prices, depending on demand and availability. Compare current prices before buying.
Final Thoughts
100 Thieves stands out by bringing gaming, entertainment, and streetwear together under one brand. Founded by Nadeshot, it has grown from an esports organization into a lifestyle name with its own apparel identity and notable collaborations. Whether you are interested in hoodies, jerseys, graphic T-shirts, or collectible releases, understanding the brand’s gaming roots helps explain its appeal. Check official releases first and use resale marketplaces such as StockX to explore older collections.
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