17-07-2025
Esports Collab King G2 Unveils Smiley Fashion Partnership
G2 Esports is no stranger to fashion collaborations, and its latest union is one of its most ... More intriguing yet.
G2 Esports has once again unveiled a big fashion partnership to deliver another exclusive collaboration for fans, combining the organization's gaming background with one of the most recognizable lifestyle brands, even if youj never knew its name. Together, the team aims to remind fans that 'it's important to take the time to smile, even after a G2 loss.'
Launching today (July 17), G2 and The Smiley Company — with its iconic yellow smiling face logo — have joined forces for 'a collision of competitive spirit and iconic optimism,' offering a lineup of streetwear that has been captured across locations in Westchester, Los Angeles.
The range heavily leans into West Coast streetwear.
G2, which raised a seven-figure Series B round in March while celebrating its 10th anniversary, is no stranger to high-end collaborations; its fashion partners over the last four years have included Adidas, Ralph Lauren, New Era, and DC Comics.
This new range initially includes T-shirts, hoodies, caps, sweaters, button-down shirts, a basketball jersey, and even a 'limited-edition tufted rug,' which seems a little out there, but will undoubtedly be snapped up by the ever-loyal G2 fandom. Each piece features oversized graphics and 'Smiley icons reimagined through the lens of G2's competitive DNA,' putting the legendary yellow Smiley alongside G2's samurai mask.
Later in the year, the G2 x Smiley collaboration will introduce additional hoodies, accessories, and even jeans.
Sabrina Ratih, chief operating officer of G2 Esports, said: '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.'
Ross Wilson, chief product officer for fashion at The Smiley Company, added: '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.'
The G2 x Smiley Capsule Collection goes live on the team's website at 11:00am EST today, where it's exclusively available; a second drop will be tied to a major esports tournament later in the year.
