Lifestyle gaming brand 100 Thieves acquires hardware company Higround

100 Thieves has acquired Higround, a technology hardware company specializing in design-forward gaming keyboards. Like most culture-shaping brands, Higround releases their limited-edition keyboards and keycaps “drop” style to ensure each release is as unique as their customers.

“Everything 100 Thieves does aims to push gaming culture forward. That’s why we love Higround – they have a similar mindset to take something functional and elevate it with quality and unique design. This is the first time we’ve found a brand that shared our philosophy so I’m excited to make our first acquisition and welcome Higround to the 100 Thieves family,” said 100 Thieves founder and CEO Matthew “Nadeshot” Haag. 

With unique graphic designs, monthly drops, and unexpected collaborations, Higround is redefining what it means to be a hardware brand. As a next generation hardware brand, Higround sits at the intersection of peripherals, collectibles, and gaming culture. The brand’s founders, Rustin Sotoodeh and Kha Lu, were passionate hardware collectors when they started pushing out their custom keyboards and collectible peripherals in 2020.

“Peripherals are the new sneakers. Gamers aren’t looking for black keyboards anymore – they want to express their personalities through the equipment they perform on. As a young brand, our focus right now is improving our products, and we’re excited to partner with 100 Thieves to build the next generation of hardware,” said Higround co-founder and CEO Rustin Sotoodeh. 

To lead this innovation, Higround has also recently hired former HyperX executive Baron Lee to lead the company’s product development.

As the first acquisition in the history of 100 Thieves, this new relationship will be a true collaboration. Higround will maintain the brand identity and operate independently, offering products like collectible gaming keyboards and keycaps while 100 Thieves will serve as an accelerator to support Higround to elevate gaming culture and reach a growing audience.

To kick off the collaboration, 100 Thieves and Higround will launch a special product capsule for their community that consists of a custom keyboard, jelly bag, and hoodie. The products take design cues from the gorpcore subculture and collaboratively merges iconic motifs from both brands. The capsule is available for purchase Friday, 15 October at 12 pm PT on Higround.

Games