Kawaii lifestyle brand tokidoki has explored pop-culture since its early days, with collections with Hello Kitty, Electric Daisy Carnival, Major League Baseball, and Karl Lagerfeld just to name a few. With a stacked roster of collaborations. The have previously collaborated with gaming brands before like Blizzard in 2016. Team Liquid, however, will be the first esports organization to get the tokidoki treatment.
The partnership is more than a collection of apparel and accessories; tokidoki will be taking over Team Liquid’s social channels, “invading” both their Santa Monica and Utrecht headquarters, and hosting an art contest for a chance at an Apple iPad Pro and Pencil.
“Apparel at Team Liquid is all at once product, content, and engagement. When we consider a collaboration within that framework, we’re looking for synergy in all three. With tokidoki, we found those elements in a shared spirit of fun, art, and geek culture”, said Logan Leavitt, Apparel Business Manager at Team Liquid
The 16-piece TKDK x TL collection will range between $25 for a pin set to $80 for a hoodie, which includes unisex and ladies styles (!!!). I for one am beyond hyped at actual women’s cuts for this collab, since I can only add so many t-shirts and jerseys to my esports closet! I need those bike shorts, stat. Also Ovilee, please teach me to look this glam while eating a donut, thanks.
Regarding the collection’s design process, Lead Apparel Designer at Team Liquid Gabrielle Renfro stated: “I've been a huge fan of Tokidoki for so many years now (I have shelves and shelves of blind box Unicornos), so being able to bring Tokidoki's signature whimsical and bold style to Team Liquid was both great fun and quite the challenge. This collection was also one of my first chances to create quality custom pieces unique to women, which has been a huge bucket list item for me here at Team Liquid.”
You can check out the very clever custom print featuring tokidoki’s iconic characters like Donutella holding a controller and the iconic Unicorno done up as Team Liquid’s logo below: