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Iconic British Retail Store Gets GTA 6 Takeover Featuring Exclusive $3,355 Varsity Jacket
Selfridges’ flagship London store has turned its ground floor into a Grand Theft Auto 6-themed installation ahead of the game’s 19 November release. The large-scale promotion marks Rockstar’s first major UK activation for the game, bringing Vice City imagery and merchandise to the department store.
The display at 400 Oxford Street features a blue Grotti Cheetah Classic like the car used in GTA 6 promotions, alongside more than 60 themed products, including clothes, bags and basketballs. An exclusive Goodtime State Varsity Jacket priced at £2,500 (about $3,355) had sold out by the time the article was published. The launch drew queues reported at more than 100,000 people, while online merchandise went on sale at the same time.
In short
- Selfridges has launched a major GTA 6-themed takeover in London.
- More than 60 themed products are on sale.
- The £2,500 exclusive varsity jacket has sold out.
Explained simply
Grand Theft Auto is a long-running video game series made by Rockstar Games, in which players explore fictional cities and follow crime-focused stories. Its latest instalment, GTA 6, is set in Vice City, a fictional place inspired by Miami, and is due for release in November.
Selfridges is a large department store on London’s Oxford Street, known for fashion and other high-end goods. Brands and entertainment companies sometimes use its prominent ground floor for promotional displays, bringing products and themed experiences to shoppers.
The promotion links the game’s fictional world with real clothing and merchandise, sold both at the store and online. Its scale and the price of the exclusive jacket have drawn attention to how game releases can extend beyond the game itself into retail and branded products.