Gen.G has partnered with the South Korean fashion platform Musinsa to release a special collaborative merchandise collection. The drop has been created to coincide with the League of Legends World Championship 2025 (Worlds 2025) and marks the first collaboration between the two companies. The initiative aims to blend esports team identity with fashion, creating apparel suitable for both supporting the team and everyday wear.
The collection features a range of items branded with Gen.G’s signature slogan, ‘Change the Game Change the World’. Available products include a nylon varsity jacket, a retro six-panel cap, and a pigment-washed short-sleeved t-shirt. Each item incorporates design elements that reflect the team’s identity, such as the official Gen.G logo, a globe motif, and specific references to the Worlds 2025 event. The collection is available for purchase through Musinsa’s online platform and at the GGX offline store in Seoul.
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Steve Lee, VP of Global Strategy & Business Development at Gen.G, announced the collaboration on LinkedIn, hinting at a broader future for the partnership. He stated, “Thank you Musinsa. I know it’s just a beginning of something big.” This suggests that both parties view this initial collection as the foundation for a potentially larger, ongoing relationship beyond a single product drop.
This move by Gen.G follows a growing trend within the esports industry of organisations seeking new revenue streams and brand enhancement through high-profile merchandise collaborations. The strategy mirrors actions by other teams, such as North America’s FlyQuest, which recently launched its ‘Full Scale’ collection in collaboration with the American fashion brand Von Dutch also connected to Worlds 2025.
