Key Takeaways
- Selfridges has launched an exclusive Grand Theft Auto VI merchandise collection featuring 60 listed products, including clothing, accessories and collectibles.
- The most expensive item is the Goodtime State Varsity Jacket, priced at $3,025 on Selfridges’ US website (£2,500 on its UK website).
- The collection includes several GTA 6-inspired items, including a Burger Shot hat, Grotti keychain, Vice City Manatees football helmet and a beach tennis set.
- More than half of the merchandise is reportedly exclusive to Selfridges, with the physical activation opening in London and Manchester.
- The collection is also available through Selfridges’ US-facing online store, although individual product availability and delivery options may vary.
Rockstar Games is taking its Grand Theft Auto 6 marketing campaign to another level, and this time, fans are getting an opportunity to bring a little piece of Vice City into their wardrobes. UK luxury retailer Selfridges has officially launched a massive Grand Theft Auto VI merchandise collection, featuring around 60 products ranging from affordable accessories to some seriously expensive fashion items. The biggest surprise is a Goodtime State Varsity Jacket carrying a price tag of $3,025 on Selfridges’ US website.
The collection is part of a special GTA 6 takeover at Selfridges, with Rockstar Games bringing the atmosphere of Vice City into the retailer’s famous The Corner Shop experience. Fans can find everything from Rockstar-branded clothing and Burger Shot accessories to fictional sports merchandise inspired by the world of GTA 6. Several items are exclusive to Selfridges, making this an especially interesting release for collectors who want something beyond the usual gaming merchandise.
The timing is hardly a coincidence either. With GTA 6 scheduled to arrive on November 19, Rockstar is steadily expanding its promotional campaign beyond traditional advertisements and trailers. The Selfridges collaboration is another way of making the game’s fictional world feel like something fans can experience before they even start playing.
GTA 6 Selfridges Collection Includes 60 Exclusive Products
Selfridges’ online catalogue currently lists 60 products under its Grand Theft Auto VI collection. The range covers considerably more than standard logo T-shirts and hoodies, with Rockstar also offering several accessories and collectibles inspired by fictional businesses, sports teams and locations from the game.
Some of the most interesting products are directly connected to Vice City’s fictional brands. Fans can pick up a Burger Shot hat, a Burger Shot uniform shirt, a leather takeaway bag and even a branded apron. There is also merchandise representing the Vice City Manatees, including a football, starter jacket, socks and plushie.
Other notable products include the following:
- Goodtime State Varsity Jacket: The collection’s most expensive item, listed at $3,025 on the US website.
- Black GTA 6 Varsity Jacket: Another premium jacket priced at $2,115 on the US website.
- Vice City Manatees Football Helmet: A collectible inspired by the fictional sports team.
- GTA 6 Winmau Dartboard Set: A branded dartboard set for fans looking to add something unusual to their gaming room.
- Burger Shot Leather Takeaway Bag: A leather accessory inspired by one of GTA’s most recognizable fictional fast-food brands.
- Vice City Narcos Mini Basketball Set: A basketball-themed collectible featuring another fictional Vice City sports identity.
- Grotti Keychain: A small accessory referencing the luxury car manufacturer from the Grand Theft Auto universe.
- GTA VI I Heart VC Shot Glass: One of the cheapest products in the collection, listed for $6.50 on the US website.
- Vice City Manatees Football: An American football featuring the fictional team’s branding.
- GTA VI Beach Tennis Set: A more unusual collectible that fits perfectly with Vice City’s beach-inspired atmosphere.
There are also several clothing options, including Rockstar Games logo T-shirts, Vice City Narcos shirts, beach towels, silk scarves, caps and other accessories. With such a wide selection, the collaboration appears to be targeting both longtime GTA fans and collectors interested in limited-edition fashion.
Interestingly, more than half of the products are reportedly exclusive to Selfridges. That means some of these designs may be considerably harder to find through regular Rockstar merchandise channels.
GTA 6’s $3,025 Varsity Jacket Is the Collection’s Most Expensive Item
The biggest talking point is undoubtedly the Goodtime State Varsity Jacket. Priced at £2,500 in the UK and $3,025 on the US-facing Selfridges website, it is certainly not an ordinary piece of video game merchandise.
The jacket uses a combination of wool and leather, with the product description listing an 80% wool and 20% polyamide body alongside contrasting 100% leather sleeves. It also features embroidered graphic patches, a Vice City print on the right sleeve, a Rockstar-inspired logo and several other design details.
Fans who like the overall look but cannot justify spending that much on a jacket also have another option. A black GTA 6 Varsity Jacket is listed for $2,115 on the US website, although that is still considerably more expensive than most gaming collectibles.
The rest of the collection offers a much wider range of prices. The I Heart VC Shot Glass costs just $6.50 on the US storefront, while the Grotti Keychain is listed at $14.50. Other affordable options include branded caps, magnets and smaller accessories.
There are also several products sitting somewhere between these two extremes. The Burger Shot Leather Takeaway Bag costs $152, while the Burger Shot Apron by Hedley & Bennett is priced at $305 on the US website. Collectors interested in more unusual GTA merchandise may find these products particularly appealing.
Can US Players Buy the Exclusive GTA 6 Selfridges Merchandise?
One question surrounding the collaboration has been whether the merchandise would remain exclusive to UK customers. While the physical store takeover is taking place in the United Kingdom, the collection is not limited to browsing the UK storefront.
Selfridges has a US-facing online store that lists the GTA 6 collection with prices in US dollars. Its product pages also provide delivery options for customers in the United States. For example, the Burger Shot Uniform Shirt listing includes a dedicated US delivery section with an express shipping option.
This means American fans do have an online purchasing route for at least some of the merchandise. However, availability can differ between individual products, and customers should check the delivery details and stock status before placing an order.
The retailer’s launch-day online traffic has also been substantial. According to reports from Video Games Chronicle, Selfridges’ website had a queue of more than 100,000 people when the collection first went live, with some products reportedly already selling out.
For anyone interested in checking out the available products, the official Selfridges GTA VI collection page provides the current product listings and prices.
Selfridges Opens GTA 6-Themed Stores in London and Manchester
The online merchandise drop is only one part of the collaboration. Selfridges has also transformed parts of its physical retail experience to celebrate the upcoming release.
The London location has received particularly extensive decorations, with the exterior illuminated in GTA 6-inspired colors and the store featuring themed displays, including a sports car. The collaboration also extends to Selfridges’ Manchester location, with the special activation scheduled to run until November 28, according to launch-day reporting.
The takeover gives visitors an opportunity to experience some of Vice City’s visual identity outside the game. With themed merchandise, elaborate displays and several exclusive products, it is considerably more elaborate than a conventional gaming merchandise section.
It also helps explain why the collaboration has attracted so much attention. Rockstar is not simply selling a few branded shirts; it is bringing fictional businesses and sports identities from GTA 6 into a real-world retail environment.
Rockstar Is Expanding GTA 6’s Marketing Beyond Traditional Gaming Merchandise
The Selfridges collaboration is another example of just how extensive Rockstar’s promotional plans have become ahead of GTA 6’s release. The company has already been bringing elements of Vice City into the real world, with promotional activities, themed events and merchandise appearing outside the gaming industry.
Fans have also been given another major real-world event to look forward to through GTA 6: The Festival in Miami, which is scheduled for November 21 and features a lineup of major music artists. Together, these activities show how Rockstar is building an entire promotional experience around the game’s fictional setting.
Of course, the $3,025 jacket is likely to generate more discussion than any ordinary T-shirt or collectible. While some fans will happily spend money on exclusive GTA merchandise, others may find the pricing difficult to justify, particularly when the collection also includes much cheaper alternatives.
Still, the sheer variety of products makes this one of the more interesting merchandise collaborations surrounding a major video game release. Whether fans are interested in a simple Grotti keychain or a premium Vice City varsity jacket, Selfridges has certainly given GTA 6 collectors plenty to browse ahead of launch.
With Grand Theft Auto 6 arriving on November 19, the excitement surrounding Rockstar’s next open-world release is only growing. The Selfridges collection is another reminder that the company intends to make Vice City feel like more than just a place players visit when the game finally launches.
