Streetwear brands storm Liberty City! // Things // Added 2008/06/16 at 16:00
After flooding the streets of cities around the world, urban brands carry on their conquest in the arteries and dark back streets of Liberty City and its 8.5 M inhabitants. Nothing exceptional, except for the fact that Liberty City is a virtual city counting as many gamers around the world as NY inhabitants.
The real world enters the world of video games with GTA IV on PS3 and Xbox360 that won over, after just one week, almost 4 million gamers around the world! Personne n’a pu échapper à la déferlante.
For added realism, Rockstar studio decided to integrate art pieces by graphic artist Cope2 into this universe. As you start your journey – a rather hectic one – in the streets of Liberty City, you’ll see his famous “COPE” adorning the walls of the Big Apple, just like in real life.
Even bolder. In Liberty City, the streets impose their dress code. Jamaican gangsters Little Jacob and Real Badman cheekily wear V-neck sweaters on white polo-shirts designed by the very real streetwear brand Rockers NYC. A couple of blocks from there, an overarmed and probably crack-addicted mafioso wears a graphic skeleton designed by Dead Serious Woodie from LRG. If you want to check out their outfits, feel free to do so, but it might be a life-threatening experience. That or a round trip to NY… the pictures below may be the best way of witnessing this incursion of reality into Liberty City.
This collaboration associating Rockstar, Rockers NYC and LRG probably shows the advent of a new kind of marketing: brands interfere with the video game world and get reinforce their identity by sticking to their codes and values. A marketing-oriented approach but also a friendly allusion to gamers. As you can judge someone by his appearance, you can judge a gamer by the games he plays!
The latest victim… Karl Lagerfeld, lending his slim figure and i-pod playlist to the track sound of Grand Theft Auto IV. The Chanel guru is a DJ at K109, the hype electro-dance radio of Liberty City, a.k.a. Liberty Vice…
Source: hypebeast.com / rockersnyc.com / nymag.com
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