Games

G2 Esports and Smiley team up for iconic streetwear merch drop

BBG News

Lifestyle company Smiley is venturing into the world of esports for the first time, collaborating with gaming powerhouse G2 Esports.

As a gaming enthusiast, I’m thrilled to share that, for the first time in its five-decade journey, UK-based lifestyle brand Smiley has teamed up with an esports organization – none other than the renowned G2 Esports! This partnership is a significant step for both parties and I can hardly wait to see what exciting collaborations are in store.

Globally recognized as The Smiley Company, they have the copyright to the smiley face symbol in numerous regions and nations across the globe.

G2 x Smiley

On July 17th last year, we introduced the initial release of G2 x Smiley streetwear collection. This is a unique, limited edition line that blends competitiveness with optimism iconically. The summer collection boasts a variety of styles such as t-shirts, button-down shirts, hoodies, and even a tufted rug. Enthusiasts can secure their items exclusively via the official G2 online store.

Another release is scheduled towards the end of the year, showcasing our autumn/winter collection that includes hoodies, jeans, and various accessories. The second release will make its debut at an upcoming pop-up event; more information about this event will be shared in due course.

In simpler terms, this collaboration with G2 represents The Smiley Company’s initial foray into the world of esports. Essentially, this partnership was not a half-hearted effort; rather, it combined G2’s competitive spirit with Smiley’s positive vibe in a carefully planned way.

Sabrina Ratih, COO of G2 Esports, expressed that G2 is all about testing boundaries, be it in competitions or creativity. She’s thrilled about the joint launch with Smiley, aiming to stir up more disruption in the esports fashion industry. The goal was to design something that truly embodies our spirit: lively, bold, and undeniably G2. Smiley has always symbolized happiness and self-expression, making it perfect for crafting a collection that encourages everyone to keep smiling.

According to Ross Wilson, Chief Product Officer at The Smiley Company, Smiley symbolizes global inspiration for spreading happiness and positivity worldwide, regardless of age. G2, an organization that spreads smiles globally by embodying positivity, joy, and fearlessness, is a perfect partner for creating a collection aimed at fans who understand the power of playfulness.

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2025-07-20 10:40

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