LA Times Feature Article on ULT Gaming Fashion: Can a Los Angeles start-up give video gamers a stylish look?
There’s no “all-over print, colorful fabric, splash art and big throw-up characters on a shirt that costs $2,” Eckman said. “If people keep designing products for 'nerds in basements,' they are going to keep ending up with that.”
Ultimate Media Ventures is among dozens of small services companies and product makers seeking space in e-sports niches, from analyzing a player’s value to developing fancy chairs for matches. As deep-pocketed investors flock to the booming industry, the start-ups hope to carve out a big business. In accouterments, Eckman saw extra opportunity because, in his view, established athletics wear giants like Nike are hesitant to enter e-sports because they could catch flak from their traditional sportswear customers. Among many sports fans, playing video games remains anything but a sport. Nike declined to comment. By the end of the year, Eckman would like to have uniforms on players. The jerseys would be made from multiple undisclosed materials in an effort to make them breathable and sweat-wicking. Uniforms also must stand up to the chill players feel in heavily air-conditioned video studios. “It’s not going to be a cheap soccer shirt,” Eckman said, adding that there would be matching pants and shorts. He and his co-founders have been consulting video game publishers on marketing initiatives for several years. They recently decided to combine efforts and raised start-up capital from Dallas firm Cedars Spring Capital. Other projects include developing e-sports-related shows and organizing events on behalf of gaming companies Los Angeles Times // Paresh Dave
View and purchase ULT's latest 2021 line at Tillys HERE