LA-Based Esports Clothing Brand Ateyo Launches

Like Lululemon for yoga enthusiasts, every niche has its own style, and apparel startup Ateyo is looking to become that brand for esports. For those of you unfamiliar with the space, esports is a phenomenon taking over the hearts and talents of gamers all over the world.

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In February, Crunchbase News reported that funding for esports startups grew by approximately 1,125% percent in five years, reflecting the growing legitimization of gaming as a profession and passion. Rachel Feinberg and Breanne Breanne Harrison Pollock are aiming to create a product for gamers that mirrors their dedication to the sport.

“As designers, we’ve always said that we want to create products that change people’s interactions with the world. And we think there’s a great opportunity and way to enhance the existing ecosystem to create products that prevent injury, enhance performance, and create an in-real-life identity for the space,” Rachel told Crunchbase News in an interview.

As gamers themselves, Rachel and Breanne have spent the last two-and-a-half years dedicated to esports. The pair moved their business from New York to L.A., a hotbed for the esports community. They’ve made connections in the esports world, speaking with casual gamers, pros, and coaches, and have gone to numerous conventions and conferences.

“We found that the kind of garment that they are gaming in is not designed for the realities that they exist in,” Rachel said. Ateyo markets its products as warm, yet breathable garments that are meant to be played in for hours. Down to the seam, thread, and size of the hood (gamers wear headsets), Rachel and Breanne have aimed to make a garment that optimizes performance.

Other similar platforms have done well in the space. MetaThreads, according to its website, is another gaming clothing line which was acquired by UMG Media Corp in February 2018. Its jerseys and t-shirts are worn by pro gamers everywhere.

Rachel says that Ateyo’s focus is on the passionate casual gamer.

“What we find the most exciting about the space is the person that’s a software engineer and then goes home and games for four to six to eight hours every weeknight,” she said on a call with Crunchbase News.

Ateyo is starting with just the unisex zip up for their North American customers for now, but it is aware of the currently underserved female and global gaming market. The startup plans to work toward those audiences in the future. In the meantime, Rachel expressed optimism for the esport market.

“The friendships, the problem solving, and the hard work that the industry has shown is really exciting,” she told Crunchbase News.

Illustration Credit: Li Anne Dias