GU, a sister brand of UNIQLO, works in collaboration with KOJIMA PRODUCTIONS on the new joint capsule named Death Stranding. The duo deliver a slew of apparel and accessories adorned in co-branding details and follows a cyberpunk theme of design.
There is artwork from the art director Yoji Shinkawa and the game-inspired suit known as the EXTRA-VEHICULAR CREATIVE ACTIVITY suit detailed with text that reads 'FROM SAPIENS TO LUDENS.' The collaborative designs are detailed with a color palette including sail white, black, and olive green. The silhouettes include sweatsuit sets, pullover hoodies, zippered hoodies, paneling crewneck sweaters, nylon shirt jackets and much more. The accessory options include the quilted tote bags in black and the hard-shell game pouches.
Image Credit: KOJIMA PRODUCTIONS CO. Ltd, Gu
What Makes This Trend Stand Out
- Cyberpunk-themed Apparel
- Opportunities for companies to collaborate with entertainment and gaming studios to create unique apparel collections for niche fan bases.
- Co-branding Capsules
- The trend of co-branded capsule collections provides an opportunity for both established and emerging brands to cross-promote and expand their customer base.
- Gaming-inspired Fashion
- The popularity of gaming can be leveraged by fashion brands to create collections inspired by popular game themes and characters.
Sectors Adopting This
- Fashion
- Fashion industry can use co-branding and collaborations with entertainment studios to target niche groups and create unique collections.
- Entertainment
- Entertainment industry can collaborate with fashion brands to leverage their fanbase and create an additional revenue stream through merchandise.
- Gaming
- Gaming industry can expand beyond traditional merchandise offerings and collaborate with fashion brands to create unique and stylish collections that appeal to their fans.
