Selfridges in London has a full GTA 6 shop right now, and one jacket costs £2,500

So VGC is reporting that Selfridges in London has gone all in on GTA 6 merch. We're talking a whole dedicated store setup with 60+ items for sale, and apparently some of it has already sold out online.

The headline grabber is a jacket going for £2,500. Yeah. Two and a half grand. For something you'd wear to the shop. I get that luxury collabs are a thing now and Selfridges isn't exactly Primark, but that number still made me do a double take. Who's actually buying that? Genuine question, because I want to know what their bank balance looks like.

Sixty items is a lot of merch

That's the part that stands out to me more than the jacket. Sixty-plus products is a proper collection, not just a couple of t-shirts and a mug thrown together as a cash-in. Selfridges clearly thinks there's a market for people who want to walk around wearing Vice City branding before the game even drops.

The fact that stuff's selling out online already says something too. We're 10 days out from launch and the hype is clearly spilling over into physical retail. People want a piece of this thing however they can get it.

Marketing has been everywhere

Between the trailers, the pre-order push and now a whole department store takeover, Rockstar is absolutely blanketing the UK with this. It's a different kind of campaign than the usual billboard-and-poster routine. Going through a high-end retailer like Selfridges puts it in front of people who might not even play games, which is probably the point.

I'm not the target market for a £2,500 jacket. I'll be honest, I'd rather put that money toward the Ultimate Edition and a decent TV. But I can respect the ambition of it. The merch side of this launch feels like it's operating at a scale we haven't really seen for a game before, and it's happening right as the countdown hits single digits.

If anyone's actually been down to the store, I'd love to know what the vibe is like in there. Sounds like it'd be worth a wander even if you're not buying.

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Source: VGC · Curated content.