GTA 6's £2,500 Selfridges Jacket Sells Out During London Takeover

A high-end varsity jacket themed around Grand Theft Auto 6 sold out immediately following the opening of a promotional takeover at Selfridges in London on November 9. The item, priced at £2,500 (approximately $3,356), was part of a limited collection of merchandise available to the public during the event. According to reports from IGN, the queue for the event exceeded 100,000 people, leading to the rapid depletion of stock for various products, including the expensive jacket.

The garment, identified as the Grand Theft Auto VI Goodtime State Varsity Jacket, displays distinct branding on its front, specifically the Rockstar emblem alongside the Roman numeral VI. The back of the garment displays the text “Vice City” alongside imagery of Macca the Gator, a flamingo wearing sunglasses, and a purple lowrider. This release is part of Rockstar Games’ extensive marketing campaign for the upcoming title, which is scheduled to launch on PlayStation 5 and Xbox Series consoles on November 19.

Background

Rockstar Games has engaged in significant promotional activities leading up to the release of Grand Theft Auto 6, which is anticipated to be one of the highest-selling games of 2026. Prior to the London event, the studio had already released a collector’s edition priced at $400, which notably did not include the game itself, available separately for a minimum of $79.99. The partnership with Selfridges, a luxury British department store, represents a strategic move to target high-end consumers and generate global buzz beyond the game’s primary setting in Miami.

The Selfridges takeover, located at 400 Oxford Street in London, featured an installation designed to evoke the Vice City aesthetic. Display items included a Grotti Cheetah Classic car painted in the game’s signature blue-and-pink color palette, a statue of Leonida alligator, and other paraphernalia. The event offered more than 60 themed items, such as clothing, basketballs, mugs, and luggage tags, with many available exclusively at the store. While the physical store hosted the event, Selfridges also temporarily made the merchandise available online. This follows a pattern of aggressive marketing where Rockstar has leveraged real-world locations and exclusive products to maintain hype, with much of the earlier marketing focused on Miami.

Why it matters

The immediate sell-out of the £2,500 jacket highlights the intense demand and the shifting landscape of video game merchandise, where collector’s items are increasingly decoupled from the software itself. The scale of the queue, reported to be over 100,000 people, underscores the massive cultural impact of the franchise and the effectiveness of Rockstar’s cross-platform promotional strategy. For consumers, the event demonstrates that access to exclusive, high-value items requires significant effort and timing, as digital and physical stock vanished quickly. The collaboration with a prestigious retailer like Selfridges also signals Rockstar’s intent to position Grand Theft Auto 6 not just as a video game, but as a premium cultural phenomenon with tangible, high-end collectibles.

What happens next

Grand Theft Auto 6 is set to release for PlayStation 5 and Xbox Series on November 19. Preloading of the game began on November 9 for players in New Zealand, with availability for users in the United States on Xbox and PlayStation scheduled to open between the afternoon and midnight of the same day. The game is expected to have a large file size, with Rockstar previously announcing that the installation will take up to 212 GB, including a 22 GB audio file. File analysts have started examining the preloaded data and found variables like launchMultiplayerActivity, indicating that the finished product will likely incorporate an online multiplayer mode comparable to GTA Online.