Credit: 100 Thieves
Mentioned in this article
- 100 Thieves has appointed Doug Barber as its new vice president of brand and apparel.
- Barber was head of brand for Reigning Champ, leading collaborations with Kith, Adidas, and the NBA, as well as the company’s retail expansion.
- In his new position, Barber will oversee the creative direction, production, brand development and retail experiences for 100 Thieves.
100 Thieves 
, an esports team organization and lifestyle brand, has appointed Doug Barber as its new VP of brand and apparel. Barber worked with Vancouver-based Reigning Champ since its brand relaunch as 2011, and as head of brand, was responsible for the company’s brand identity, apparel, and storefronts.
Barber will now be responsible for the entirety of 100 Thieves’ apparel business. “Building an authentic lifestyle brand for the broader gaming community is an ambitious challenge that I look forward to tackling with Matt and John,” he said in a statement, referring to 100 Thieves founder and CEO, Matthew “Nadeshot” Haag, and president & COO, John Robinson.
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While many esports organizations have collaborated with apparel companies, such as PUMA or SNIPES , a handful push their own clothing lines, such as Fnatic and FaZe Clan . 100 Thieves, founded in 2017, states that it has sold out each of its seasonal drops “in under 20 minutes,” and that its most recent sold over $500K in less than five minutes.
