Start-up debuts a fashion line for gamers
Though fans may not always notice, professional athletes put thought into their outfits off and on the field.
They’ll choose custom sneakers on the court, fancy jackets at the news conference and color-coordinated headphones in the locker room.
But in e-sports, not so much.
Professional video game players rarely do better than jeans and oversized hoodies. So at its first of several planned ventures to amp up e-sports, a Los Angeles start-up is hoping to give the growing industry a sophisticated look.
Ultimate Media Ventures on Monday launched ULT Kills, a fashion line of T-shirts, hoodies, hats and eventually footwear that, in the words of co-founder Nate Eckman, isn’t the usual “super-embarrassing ... kitschy, nerdy gamer wear.”
The Los Angeles-stitched streetwear, priced from $28 to $78, will have woven labels, embroidery, custom printing and generally more attention to detail than the gaming-fashion industry typically sees, Eckman said. It comes in men’s and women’s styles.
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,” he said.
Ultimate Media Ventures is among dozens of small services companies and product makers seeking space in e-sports niches that include analyzing a player’s value to developing fancy chairs for matches. As deeppocketed 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 such as 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 fellow cofounders 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.
2 security software companies get cash
Irvine cybersecurity company Cylance, whose software is meant to predict what a cyberattack might look like and what vulnerability it will exploit, picked up $100 million as it ramps up sales.
Cylance says it has about 1,000 customers but now wants to add many more because its software has achieved initial goals.
The funds from Blackstone Tactical Opportunities, Insight Venture Partners and others add to $77 million the nearly 4-yearold company previously raised. The latest investment values the company at $1 billion, according to reports. Also, Los Angeles security company Armorway, which got its start with federally funded research at USC, announced a $2.5-million investment from Texas venture capital firm Aristos Ventures and several individuals.
Armorway’s latest software aims to suck in data about employees to identify ones that could pose a threat, potentially because they would try to leak information.
The company also offers software that aims to help law enforcement determine the best spots to position officers.
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Coming up
A Tel Aviv University alumni group hosts a conference on digital media Wednesday and Thursday in Santa Monica, with topics including virtual reality, mental health in the digital age and online distribution strategies.