Aug 5, 2022Read of the weekRead of the week: gamers elevate their everyday style

As the worlds of fashion and gaming continue to collide, many brands are looking to capitalise on the growing influence of gaming's cultural reach with new, elevated clothing and apparel collections that allow a range of hyper-engaged gaming to express their identities.

Author
J’Nae PhillipsJ’Nae Phillips is a Junior Editor at Canvas8. With a background in fashion, she’s experienced in understanding how trends influence culture and play a part in shaping our human behaviour. When not working or studying for her journalism postgrad, she can be found writing for her style focused newsletter and is an avid reader.

Video games entered mainstream media and entertainment spaces decades ago, but with the enforced social isolation of the pandemic leading many people to look for community and connection online, gaming's prominence as a leisure activity is growing in popularity as these digital behaviours stick around.

In 2020 there were 2.69 billion video game players worldwide, with this figure expected to rise to 3.07 billion by 2023. And as roughly 65% of American adults are video gamers, with 80% of Gen Yers and Zers playing video games, gaming has become a focal part of popular culture which is spilling over into other industries such as fashion.

As prominent gamers have millions of fans on social media, many are incorporating luxury brands, streetwear labels and elevated athleisurewear into their gaming attire. Tyler Blevins, a video game streamer known as Ninja, signed a deal with Adidas and released a limited edition run of “night joggers” which sold out almost instantly. Fashion brands are beginning to take notice of gaming’s cultural clout with Gucci partnering with Roblox, Balenciaga digitising luxury fashion with Fortnite and Burberry working with Honor of Kings on exclusive designs for the mobile game.

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