Fashion-conscious Gears of War fans, listen up – Xbox has teamed up with Undefeated for a one-off, limited edition capsule collection tying in with The Coalition’s big FPS launch this week. The clothes are – as you can imagine – inspired by vintage military looks as well as classic varsity themes, all featuring the iconic Crimson Omen.
If you’re unfamiliar with Undefeated, Xbox Marketing Director Guy Welch describes the brand as “a respite, and antidote” to the outrageous, ubiquitous Von Dutch and Ed Hardy designs that were so popular a decade ago.
The look was both timeless and specific, taking cues from California street-style icons — the Pendleton shirt jackets of LA low-riders, hoodies like Tupac wore, and the windbreakers and bomber jackets made famous by “Straight Outta Compton.”
It came as no surprise when the five strike logo began appearing on Nike shoes, and in the years that followed, helping to redefine the template for streetwear you see around the world.
“Fashion and culture naturally blend together, so gaming naturally goes also,” says Rob Abeyta Jr, Undefeated collaborator and founder of Dual Forces, as he discusses why the Gears collection is such a comfortable fit.
Welch explains that Abeyta pushed the Gears brand in new ways, introducing a new slogan: B-R-U-T-A-L.
We’d never went that direct before, even in our mainstream apparel. But when people think about Gears ‘brutal’ is the first adjective that they use to describe the game. It’s a perfect fit.
…of course, there’s a catch. If you’re anywhere other than California, you probably won’t be able to get your hands on any of this stuff. It’s available right now – exclusively from the Undefeated shopfront at 112 1/2 S. La Brea Ave., Los Angeles, CA 90036. Be quick, these are not gonna last.