Dolce & Gabbana’s most recent debut brings the Italian luxury house back to the gaming circuit, thanks to its partnership with Razer, a popular lifestyle brand for gamers. After an early introduction in September at RazerCon, the pair launched their capsule collection into the market on Thursday.
In a refreshing change of pace, this fashion-tech collab isn’t a digital-only affair, but a physical proposition for real-world product. The limited-edition line now features more than 1,300 garments and gaming accessories. Apparel, such as T-shirts cast in Razer’s black and lime green brand colors, a hoodie and cargo pants, is available from Dolce & Gabbana online.
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Razer’s e-commerce site carries the accessories, though a 3,399 euro D&G-styled gaming chair from Enki Pro, set in the brand’s iconic black and gold, or a similarly styled 669.99 euro Barracuda headset, with both brands’ logos, are hardly trifles.
For Dolce & Gabbana, the collection brings a new Gen Z, game-centric audience further into its fashionable fold, and the initial reactions appear positive, judging by gamers on social media. But it’s not D&G’s first outing. This latest effort follows a previous gaming partnership with esports brand Mkers on a 2022 project encompassing an apparel collection and a limited web series.
This type of collab likely won’t be the last, and not just for Dolce & Gabbana. Razer, a giant as a tech culture brand — with $2.6 billion in revenue in 2021, before the company went private, and delisting from the Hong Kong Stock Exchange in 2022 in a $3.2 billion deal — has worked with watch brand Panerai, high-end automotive brand Lamborghini and luggage company Tumi on a host of designer products.
Top-shelf brands may look for ways to reach the younger, digitally savvier consumer, Razer’s has the opposite, but rather compatible goal. According to comments chief executive officer Min-Liang Tan made to the media earlier this year, the U.S.- and Singapore-based gaming lifestyle company sees these types of partnerships as a way to expand its appeal to a broader audience.
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