“Simplicity is the keynote of all true elegance.” – Coco Chanel
Guild Esports is keepin’ it simple. The business partly owned by footballer David Beckham is one of the companies leading the way in combining the worlds of esports organizations and lifestyle brands.
After the team (one successful in games such as Rocket League and Fortnite) had its first apparel launch 6 months ago, the brand just released its second limited-edition collection, the Core Collection.
Using the Guild's logo, the Core Collection is made up of 10 new monochrome products, including tracksuit bottoms, shorts, and t-shirts. Prices range from £8 to £55.
It was designed by acclaimed streetwear designer Fergus Purcell (more affectionately known as Fergadelic). The illustrator is perhaps most famous for designing skate brand Palace’s Penrose triangle logo and his collaborations with Vans. Additionally, he’s worked with designers including Marc Jacobs, Katie Hillier, and Luella Bartley, and Ashley Williams.
Although this collection is less colorful than his usual style, the simplistic nature still shines through.
What stands out when looking at the collection compared to others in the space is how simplistic it is—opting for simple monochrome styles with the Guild’s logo at center stage. Many brands nowadays are too loud and bombastic.
In a world with many designs in esports clothing being detailed and intricate, the toned-down approach that the Guild offers falls more in line with brands like ATEYO. It’s a bold move we’ll hopefully see a bit more of.
Guild Esports’ Chairman Carleton Curtis stated: "We are delighted to launch our second apparel line at a time when the Guild brand is gaining increasing recognition and followers worldwide. We expect our growing popularity to boost demand for merchandising and thereby make a valuable contribution to our revenues and growth over the long term."
8 / 10
Guild created a sleek design that isn't overly complicated. The simplicity makes it something that will never seem outdated.
- Nice and simple designs
- Great usage of Guild's branding
- Extremely versatile
- A bit limited in customization, only two colors
I write. I rap. I run. That’s pretty much it.