Streetwear brand The Hundreds is teasing a new collaboration with Xbox and Microsoft ahead of the upcoming release of the Xbox Series X. Microsoft’s next generation of Xbox consoles are set to release in just a few weeks.
The LA-based clothing brand is a frequent collaborator with big-name brands, creating 90s-inspired apparel for the likes of Disney, DC Comics, NBA, and more. Gaming is continually inspiring real-world apparel more than ever before, there’s even a Fortnite Marvel clothing line now available.
The original tease of the collaboration on Twitter came via the official The Hundreds Twitter account. The image features an altered Xbox logo made to look like the bomb emoji against an Xbox-green background. Shortly after the initial Tweet, Aaron Greenberg, general manager of games and marketing at Xbox, re-tweeted the teaser. This signal boost helped quickly spread the Tweet to more of the core gaming audience. The just-announced release date for the line will be Wednesday, November 4, at 9pm PT. The announcement comes as a bit of needed positive news for Xbox, which recently lost its second director for Halo Infinite.
The Hundreds and Xbox collaboration comes amid a massive wave of cross-brand marketing in anticipation for the release of the next generation of consoles. For instance, Reebok recently revealed their shoe collab with Assassin’s Creed Valhalla. Samsung, CD Projekt Red, and Xbox have also teamed up for a Cyberpunk 2077-themed gaming setup. Microsoft appears to have generally increased its spending in recent months to combat the release of its rival, the PS5.
Gamers will likely see more Xbox-related apparel in the near future. Xbox now has a trove of IP to draw from, and plans to buy even more studios. It shouldn’t be a surprise that Microsoft is probably raring to make merchandise for its newly-acquired studios and IP. However, the creation of new products for original franchises like Halo and Gears of War is also likely. This theory becomes especially likely when considering the upcoming release of Halo Infinite and two Series X-optimized Gears titles.
The Hundreds and Xbox collaboration is sure to draw the attention of both gamers and streetwear enthusiasts alike. Players are sure to be excitedly adding things to their wish list with all the upcoming Xbox products available this holiday season. Those who are strapped for cash, or just want the meme of the year can enter to win an Xbox Series X fridge.
The Xbox and The Hundreds collaboration releases November 4, at 9 pm PT
Source: DualShockers
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