100 Thieves
Project Focus
Surface Design, Apparel Design, E-commerce Development
100 Thieves
Surface Design
Apparel Design
How a Camo Print Launched a Streetwear Empire
When 100 Thieves set out to establish themselves as a legitimate streetwear brand, they needed more than a hoodie — they needed a statement. Our mandate was clear: design a debut garment that could hold its own against the heavyweights of street fashion while speaking directly to the esports community that built them.
The challenge wasn’t just creating something that looked good. It needed to function as a signature print — a visual system versatile enough to scale across every corner of the brand. Drawing inspiration from the founder’s roots in competitive first-person shooters, we explored the intersection of military camouflage and lifestyle apparel, seeking a pattern that could carry both worlds without belonging entirely to either.
The result was the Geography pattern. Deconstructed, refined, and built to live across fabric, digital, and product — at first glance it reads as topography, but look closer and the tactical undertones emerge. It was designed to be timeless, colorway-agnostic, and endlessly adaptable.
What started as a single hoodie became a full creative engagement. Beyond the Geography pattern, we expanded our partnership with 100 Thieves to include additional apparel development and broader group design work — helping shape the visual DNA of a brand that has since become one of the most recognized names at the intersection of gaming and streetwear culture.
