Korean gaming giant Krafton Inc., the maker of the popular battle royale game PlayerUnknown’s Battlegrounds (PUBG), is launching its own fashion brand titled #100. The company is set to make a formal announcement at the G-Star 2023 annual global games expo in Busan, Korea, from November 16th to 19th.
The company chose the name #100 inspired by the PUBG game’s rule, which lets 100 players battle simultaneously on various maps. Krafton has clarified that it will restrict the sale of items in the #100 brand, including T-shirts, sweatshirts, jackets, beanies, and shoes, to just 100 pieces of each as well as number each of the 100 pieces of every product from one to 100 to highlight their limited availability.
Building active partnerships
According to a Krafton spokesperson via Korea Economic Daily, these fashion products stand apart from the typical gaming merchandise created by external suppliers for one-time events. “We have decided to run our own fashion brand to expand our IP business. We will actively partner with other fashion companies,” the official said.
Krafton has also partnered with South Korea’s sportswear brand Original Sports to create streetwear inspired by the PUBG game’s aesthetics, designed to appeal to the fashion preferences of young trendsetters. The gaming giant mentioned that if #100 products receive a positive response, they are contemplating the possibility of establishing permanent online and physical stores for this brand.
Isa Muhammad is a writer and video game journalist covering many aspects of entertainment media including the film industry. He's steadily writing his way to the sharp end of journalism and enjoys staying informed. If he's not reading, playing video games or catching up on his favourite TV series, then he's probably writing about them.
