# Esports Streetwear Partnerships G2 Esports is Working with Smiley on a New Streetwear Line By Kanesa D | Published 2025-07-17 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/smiley References: [esportsinsider](https://esportsinsider.com/2025/07/g2-esports-partners-iconic-smiley-streetwear-collection) & [g2esports](https://g2esports.com/?srsltid=AfmBOoo82DM38LD8dzV-6mwaFPO8kMrVo4eCY3AxgnhtSSr_a_Lk2VdZ)  [G2 Esports](https://www.trendhunter.com/trends/g2-esports-3) has united with lifestyle brand Smiley to introduce a new capsule collection merging esports and streetwear aesthetics. Smiley is known for its signature smiley face symbol, which is featured across multiple styles from its expansive portfolio.The G2 x Smiley collaboration builds upon this, utilizing the iconic motif and pairing it with designs from the G2 Esports gallery. The collection comprises graphic t-shirts, hoodies, button-downs, and a limited edition tufted rug. There is a second drop scheduled for the second half of 2025. “We couldn’t think of a better team to combine forces with to create a collection for fans who know that being playful is powerful," said Ross Wilson, Chief Product Officer for Fashion at the [Smiley Company](https://www.trendhunter.com/trends/smiley-brand). Image Credit: G2 Esports ## Trend Insights (Trend Hunter) - Score: 4.1/10 - Popularity: 33% | Activity: 43% | Freshness: 46% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) ## Key Themes ### Why This Trend Is Growing - **Esports-fashion Collaborations:** The merging of esports with fashion brands represents a novel approach to reach new consumer segments within gaming and lifestyle markets. - **Iconic Symbols in Apparel:** Incorporating well-known symbols, like Smiley's signature face, into apparel design can stimulate brand recognition and affinity among diverse consumer bases. - **Limited Edition Merchandise:** The trend of releasing limited edition merchandise creates exclusivity and urgency, appealing to collectors and brand enthusiasts seeking unique items. ### Industries Being Reshaped - **Gaming Lifestyle Products:** The intersection of gaming and lifestyle products offers expansive opportunities for brands to create cross-platform experiences that resonate with a digitally native demographic. - **Streetwear Fashion:** Streetwear fashion, by integrating elements from subcultures like esports, continues to disrupt traditional fashion industry norms with its focus on authenticity and youth culture. - **Collaborative Brand Partnerships:** Collaborative brand partnerships enable companies from varied sectors to leverage each other's strengths, driving innovative products that capture consumers' multifaceted interests. ## Related on Trend Hunter - [Luxe Esports Apparel](https://www.trendhunter.com/trends/g2-esports-3.md) - [Comic-Backed Esports Apparel](https://www.trendhunter.com/trends/g2-esports-2.md) - [Anime Collaboration Capsules](https://www.trendhunter.com/trends/solo-leveling.md) - [Anniversary-Commemorating Esports Kits](https://www.trendhunter.com/trends/g2-esports-4.md) - [Esports Organization-Backed Apparel](https://www.trendhunter.com/trends/champion-1.md) - [Esports Merchandising Deals](https://www.trendhunter.com/trends/100-thieves-6.md) - [Gaming Fusion Apparel](https://www.trendhunter.com/trends/valorant-x-fragment.md) - [Game-Inspired Y2K Collaborations](https://www.trendhunter.com/trends/flyquest-1.md) - [Collaborative Esports Fashion Capsules](https://www.trendhunter.com/trends/league-is-dead.md)