G2 Esports launches Solo Leveling apparel collection

G2 Esports has announced its first-ever anime collaboration, a time-limited capsule collection with anime and web novel series Solo Leveling.

Featuring ‘modern high-low streetwear’ pieces, the collection will become available on G2’s online store today.

Solo Leveling tells the story of Sung Jin-Woo, a weak hunter who gains the ability to grow stronger through dungeon farming and dangerous boss fights.

Solo Leveling was first released as a fantasy web novel in 2016, written by Chugong. The South Korean story was later serialised and illustrated as a webtoon.  In January 2024, Solo Leveling received an anime adaptation, with the second season released earlier this year.

According to a release, the collaboration with G2 features dark and understated pieces with ‘flashes of lighting and sparks’ inspired by Sung Jin-Woo’s power spikes in the shadows.

“This is more than a fashion drop, it’s a statement of where gaming, anime, and street culture are headed,” commented Sabrina Ratih, COO of G2 Esports.

“We’re not just celebrating a shared story of power and perseverance, we’re inviting fans to wear that story, live it and own it. This collection continues our quest to reshape esports fashion and create subtle statement pieces that bridge the gap between fandom and lifestyle.”

For G2 Esports, its latest apparel launch represents yet another step towards becoming a global lifestyle brand. 

Since its foundation ten years ago, the esports organisation has expanded its portfolio to reach a broader audience. This includes its own media house agency 62 as well as an expansion into traditional sports via Gerard Piqué’s Kings League.

Recognising the popularity of modern forms of media, G2 also released its own webtoon series, Red Aura, last month.

Previously, the company launched apparel collections with fashion house Ralph Lauren and lifestyle brand Smiley.

However, G2 is by far not the only esports organisation following this expansion strategy. The likes of 100 Thieves and Sentinels have also made streetwear and lifestyle ventures part of their brand identity.