More Game x Clothes Collabos

Gaming is getting older. The average gamer is now in his 30’s and those dudes who used to be in the arcades all day now have regular jobs, so game companies have realized that they now need to expand. In an attempt to reach a more youthful audience, gaming companies have been reaching out to the popular streetwear brands to create collaborations.

We saw the clever Triumvir and Street Fighter collabo, we saw the Halo Wars and XLarge collabo that just looked like some epromos.com creations, and the Ecko and Halo 3 collabo hoodie. Now we see the Crooks & Castles and Assaassin’s Creed collabo hoodie.

So at one point I thought these were pretty cool ideas, but now I just wonder who is helping who. The audience for “streetwear” is now about 30 something themselves and the young ones aren’t gamers. Then the gamers don’t care about streetwear brands if they prefer to put on clothes at all while they play Modern Warfare 2 in their underwear all day. But even then, the pieces aren’t innovative…well besides the Ecko hoodie, but who wants to walk around looking like a Master Chief (or wear an Ecko hoodie?).