Sydney, Australia – 29th February 2024: SEGA®, a worldwide leader in interactive entertainment, announced a fashion collaboration with the global streetwear brand Anti Social Social Club. The collection celebrates SEGA and Ryu Ga Gotoku Studio’s iconic Like a Dragon™ game series and its newest installment, Like a Dragon: Infinite Wealth™. The collection will drop on the 3rd March 2024 at Anti Social Social Club’s online store.
Inspired by the game characters Kazuma Kiryu and Ichiban Kasuga, the collection represents a first-of-its-kind collaboration for Like a Dragon and its developer, Ryu Ga Gotoku Studio: Never before has Ryu Ga Gotoku Studio collaborated with the Anti Social Social Club label to bring its iconic designs and characters to life.
Like a Dragon, formerly Yakuza, is one of the iconic franchises in SEGA’s portfolio of IP, helmed by the skilled developers at Ryu Ga Gotoku Studio. The latest addition to this series is Like a Dragon: Infinite Wealth, which has earned critical acclaim and is the fastest selling game in the franchise, reaching 1 million units shipped worldwide in a week since its launch on the 26th of January 2024. Set in the diverse and vibrant landscapes of a fictionalised Honolulu, Hawaii, Like a Dragon: Infinite Wealth offers a fresh environment for players, characterised by a mix of sunny beaches and bustling city life.
“Like a Dragon has always pushed the boundaries of real-world and virtual collaborations, and this collection with Anti Social Social Club is an authentic expression of innovation and creativity in both spheres,” says SEGA of America.
The collaboration also represents a significant investment in the Japanese fashion market for Anti Social Social Club. With this partnership, Anti Social Social Club inks a capsule collection tailor-made for its dedicated fanbases globally.
“Anti Social Social Club and Like a Dragon share a common customer and community, and we’re proud to bring them a first-of-its-kind fashion collaboration with SEGA and RGG Studio,” says the brand. “Like all games in the Like a Dragon series, Infinite Wealth is bursting with energy and character. The pace and rhythm of life in Like a Dragon’s fictional urban environments evokes the spirit and vitality of what it means to live in a city. So much of the game’s ethos resonates with what Anti Social Social Club—and the streetwear community—stand for. Our collection with Infinite Wealth isn’t merch: It’s a must-have extension of the iconic game and characters into our world.”
The collection will feature hoodies, t-shirts and button-downs, as well as accessories like bandanas and co-branded hats.
About SEGA
SEGA of America, Inc. is the American arm of Tokyo, Japan-based SEGA CORPORATION, a worldwide leader in interactive entertainment. Established in 1986, SEGA of America publishes innovative interactive entertainment experiences for console, PC, mobile and emerging platforms. In 2020, SEGA ranked #1 among Metacritic’s Annual Game Publisher Rankings. Its globally beloved franchises include Sonic the Hedgehog™, Like a Dragon, Virtua Fighter™, Super Monkey Ball™, and Phantasy Star Online™, along with Atlus’ Persona™ and Shin Megami Tensei™ series. Since its debut more than three decades ago, Sonic has become a pop culture icon featured in dozens of games, TV series, and movies. SEGA of America has offices in Irvine and Burbank, California.
Known for its engaging storytelling, vivid portrayal of Japan’s underworld, and a unique blend of action and role-playing elements, the Like a Dragon (Formerly Yakuza) series has gained a dedicated fan base and critical acclaim worldwide. Like a Dragon: Infinite Wealth introduces a significant shift from the traditional Japanese settings of its predecessors and is largely set in the diverse and vibrant landscapes of a fictionalized Honolulu, Hawaii.
ⒸSEGA. All rights reserved. SEGA is registered in the U.S. Patent and Trademark Office. SEGA, the SEGA logo, LIKE A DRAGON and LIKE A DRAGON: INFINITE WEALTH are registered trademarks or trademarks of SEGA CORPORATION.
ASSC Manifesto / Statement on Collaboration:
We have teamed up with SEGA’s Like a Dragon franchise to release a special collection inspired by the latest global game launch, Like a Dragon: Infinite Wealth. Especially in Asia, Anti Social Social Club and Like a Dragon share a common customer and community, and we’re proud to bring them a first-of-its-kind fashion collaboration with SEGA and Ryu Ga Gotoku Studio. Like all games in the Like a Dragon series, Infinite Wealth is bursting with energy and character. The pace and rhythm of life in Like a Dragon’s fictional urban environments evokes the spirit and vitality of what it means to live in a city. So much of the game’s ethos resonates with what Anti Social Social Club—and the streetwear community—stand for. Our collection with Infinite Wealth isn’t merch: It’s a must-have extension of the iconic game and characters into our world.
