Brazilian organisation LOUD announced the launch of its new fashion division in partnership with PIET, the brand of famed Brazilian stylist Pedro Andrade.
By invitation from LOUD, Andrade has become the Creative Director of LOUD Apparel, which includes the development of a collection for the organisation. He has previously collaborated with Nike, Rider, NBA, Budweiser, Start and Champion.
LOUD’s fashion division launched with a commemorative edition shirt that was made available its website beginning May 15. New pieces in the collection will be announced beginning in June.
The Brazilian esports organisation began flirting with fashion since its store was launched. Prior to working with PIET, LOUD already used the concept of drops to launch the organisation jersey and other clothing apparel.
Bruno ‘Playhard’ Bittencourt, CEO and co-founder of LOUD, said the intention was not just to put the brand on clothes but also to participate in the creation process.
“This partnership with Piet and Pedro Andrade will bring collections that explore the frontiers of clothing for gamers, bringing quality clothes that we love to wear,” he said. “We seek to pave the way for players to become aware of what they wear, what they look like and how they feel about their identities.”
Andrade added that this partnership makes both brands pioneers at the junction of the worlds of fashion and games. In addition, this format is a ‘reflection of Pedro Andrade’s own aspirations.’
“My inspirations are a mix of my experience and passion for games since my youth with the desire to develop clothes and accessories that authentically connect with the gigantic universe that is LOUD today,” said Andrade. “The goal is to offer athletes and the community a series of products that reflect what they want, adding my experience of more than 10 years in the fashion market. ”
Esports Insider says: LOUD already has a solid presence in the esports ecosystem, and have in its core an urban lifestyle mindset. This partnership is one of many announced by the Brazilian organisation as of late, which implies growth and higher aspirations for the coming year.