From Donuts to Demons: A Look Into the ONI SQUAD / by Alex Nguyen

 
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In the summer of 2017, we released our now-iconic "Treat Yo' Self" product line, which marked our first step toward being a more unrestricted clothing brand. While the donut is a stylized smash ball, "Treat Yo' Self" is the first cohesive product line including shirts, hoodies, hats, and a controller that carried a strong aesthetic not necessarily tied to video games. Consequently, we noticed really positive reception from people who didn't even follow Smash or know what Smash was. And that was always the demographic we were trying to serve. To bridge a gap between "nerd culture" and "cool culture," and to make people realize that the overlap is probably bigger than most people think. Now that we've established ourselves as one of the forerunners of "Smash fashion," we wanted to bring our audience into a more general space, introducing pieces that aren't just Smash Bros.

 

SO WHY DEMONS?

We're proclaiming 2018 as the year of the demon. Our demons are the parts of ourselves that we fear, fight, or suppress. But this particular collection aims to serve as empowerment, a reminder that we can use these things in a positive way. Don't fear your demons. Own them. Maybe you're a jealous person. Use it as motivation for self-improvement. Maybe you're an angry person. Use that to fuel yourself in competition. A lot of times the darkest parts of ourselves are just misunderstood and don't manifest themselves in the right way. Sometimes instead of trying to fight or lock these parts of ourselves away, we need to redirect and nurture them. 
 

Don’t fear your demons. Own them.

After some extensive prototyping, alpha testing, beta testing, AND an early access drop at Genesis 5, we can honestly say that we could not be happier with the result. 

We proudly present to you guys the ONI SQUAD collection. 

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ONI SQUAD

 

Coach's Jacket

The ONI SQUAD Coach's Jacket is made from a 100% nylon taffeta, which makes it super smooth to the touch, and works great as a windbreaker. The inner lining is a polyester tricot, making this relatively thin jacket great at insulating heat. Front snaps make it easy to wear open or closed - both equally fashionable. $65.

 
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ONI SQUAD

Dad Hat

 

 

 

 

 

 

 

 

The ONI SQUAD dad hat comes with the signature ONI insignia woven on the front, and "SPIF" on the back above the rear opening. Made from 100% cotton twill, the unstructured crown offers maximum comfort. $25. 

 
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ONI SQUAD

T-shirt 

The ONI SQUAD super soft tee is hand-screen printed by us using a water-based ink, meaning you can barely even tell the ink is there when you touch it. 100% cotton, this crisp white tee should definitely become a staple for spring/summer. $18 

 

ONI SQUAD JOGGERS

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A first for us, the ONI SQUAD joggers opt for a more athletic look with the side stripes. On the front is the signature ONI logo, and on the back pocket crossed swords elegantly frame "SPIF." $35

 
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ONI SQUAD

FLIGHT JACKETS

@princesshyruie @qavee photocred: @mcc_nfreak

 

ONI BOSS/POWER FLIGHT JACKETS

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Probably the most notorious pieces in this collection, the ONI BOSS and ONI POWER flight jackets have been seen on Smash Bros. streams from coast to coast. The BOSS jacket's Japanese text reads "Underworld King," and the POWER jacket's text reads "Demon King." Although SPIF is moving more toward branded content and apparel, we of course had to draw inspiration from some of our favorite video game villains. Cop the jackets as soon as they drop tomorrow. $60