Viral Gamer Faze Apex Goes Mainstream
With the increasing popularity of YouTube gamers, gamer merch has become just as popular as most games themselves. British clothing company SikSilk is aware of the trend, hence why they recently partnered with FaZe Apex of the Faze pro gaming team on an exclusive merchandise collection.
SikSilk is known for its athletic, streetwear-inspired garments, but as the brand explained in a release, this particular collaboration is opening them up to a new audience: “SikSilk opted to target gamers rather than traditional fashion influencers in an innovative approach, which sets the tone for what’s to come in the gaming world as gaming professionals become more mainstream.” Although SikSilk is only mainstream in the U.K. at the moment (they are hoping to break into the U.S. market), this partnership is set to be a major game changer for the brand.
The FaZe Apex x SikSilk collection features t-shirts, hoodies, and joggers (each of which showcase FaZe’s logo) that are trendy yet also comfortable enough to wear while gaming. In an exclusive interview below, FaZe Apex explains the root of the collaboration and highlights his favorite piece in the line.
What made you decide to collaborate with SikSilk on a collection?
They’re just a really dope brand from the United Kingdom. I love the styles, the fit, and the materials they use. I haven’t had my own collection in so long, and it was about time I got back in the game!
How does the clothing line align with your brand? How does it cater to pro gamers?
It’s just super comfy and fits great. There are comfortable pieces to wear at home and also nice shirts and hoodies to wear while going out. They can even be worn in the gym, as they’re kinda sporty.
How would you describe the design aesthetic of the collection?
It kind of has a European style. I love the trim, which is something I personally wanted to include. It gives it that extra bit of cool along the sleeves and the sides of the track bottoms.
Do you have a favorite piece in the collection?
I’ve been rocking the red hoodie. The SikSilk guys brought one to me a few weeks back, and I didn’t want to show it before launch, so it’s been hard, as I love wearing it. Now, I can make videos in it and wear it as much as I want. It really stands out and is super comfy.
Do you think that gamers are becoming more mainstream, as bigger companies are securing collaborations?
Of course! I’m still blown away by the following [gamers are] getting, the kind of collaborations and partnerships we’re getting to do. At the same time, though, I really understand who we are and the reach we have, so I’m not too surprised. Hopefully, this is the first of many [partnerships] with SikSilk, and there’s no doubt you will see more and more collaborations between brands and gamers in the future, especially in fashion.
What is your ultimate goal for the clothing line?
I really wanted to have something that fits and feels good but also looks good. It was great to really be a part of the creative process and not just let them use my name, which is important to me. I’ve achieved that, and now I just hope my fans all love the collection and try and wear it as well as I do.
Follow FaZe Apex on Social Media:
Instagram: @apex
Twitter: @fazeapex
YouTube: FaZe Apex
FaZe Apex x SikSilk is available at www.siksilk.com/fazeapex-t118.
Additional reporting by Julia Heming.