The London retailer is celebrating Rockstar’s upcoming blockbuster with fashion, collectibles, and lifestyle accessories, including a $3,300 varsity jacket.

London’s Selfridges has launched a major Grand Theft Auto 6 merchandise pop-up, bringing more than 60 themed products to its Bond Street and Manchester stores. The special retail experience opened on Monday and will run until November 28.

The London store has received a striking makeover, with its exterior illuminated in GTA 6-inspired colors. Inside, themed displays bring the fictional world of Vice City to life, including a sports car featured in one of the storefront windows.

The merchandise collection also launched online, attracting significant attention. More than 100,000 people were reportedly waiting in the online queue, with several products already said to have sold out.

The collection includes T-shirts, jackets, caps, bags, mugs, scarves, beach towels, dartboards, basketball sets, enamel pins, keychains, and other accessories.

More than half of the collection is reportedly exclusive to Selfridges. The standout item is the Goodtime State Varsity Jacket, priced at £2,500 (approximately $3,300).

• Goodtime State Varsity Jacket – £2,500
• Black Varsity Jacket – £1,750
• Vice City Manatees Football Helmet – £450
• Vice City Manatees Starter Jacket – £280
• GTA VI Winmau Dartboard Set – £275
• Burger Shot Apron by Hedley & Bennett – £250
• GTA VI Beach Tennis Set with Leather Strap – £220
• Postcard Clothing Shirt – £190
• Postcard Clothing Shorts – £190
• Vice City Narcos Mini Basketball Set – £150
• Burger Shot Leather Takeaway Bag – £125
• GTA VI Members Only Jacket – £100
• Burger Shot Uniform Pants – £95
• Vice City Manatees Football – £80
• Vice City Manatees T-Shirt – £75
• Blue Burger Shot T-Shirt – £75
• Burger Shot Crewneck – £75
• Burger Shot Uniform Shirt – £75
• White Vice City Narcos T-Shirt – £65
• GTA VI I Heart VC T-Shirt – £65
• Black GTA VI Macca the Gator T-Shirt – £60
• White GTA VI Macca the Gator T-Shirt – £60
• White Burger Shot Ringer T-Shirt – £60
• Black GTA VI Logo T-Shirt – £55
• White GTA VI Logo T-Shirt – £55
• Black Rockstar Games Stacked Logo T-Shirt – £55
• White Rockstar Logo T-Shirt – £55
• Blue GTA VI Logo T-Shirt – £55
• Blue Rockstar Games Logo T-Shirt – £55
• Vice City Local Legends Enamel Pin Set – £55
• Pink GTA VI Logo T-Shirt – £55
• Pink Rockstar Games Logo T-Shirt – £55
• Blue GTA VI Goodtime State T-Shirt – £50
• Pink GTA VI Goodtime State T-Shirt – £50
• Black Rockstar Games Logo T-Shirt – £50
• GTA VI Gator Print Silk Scarf – £50
• GTA VI Palm Print Silk Scarf – £50
• Blue GTA VI Beach Towel – £45
• Pink GTA VI Beach Towel – £45
• Vice City Manatees Plushie – £40
• GTA 6 Cigar Ashtray – £40
• GTA VI Goodtime State Magnet Set – £35
• Black GTA VI Luggage Tag – £35
• Vice City Narcos Crossbody Bag – £30
• Vice City Narcos Snapback Hat – £25
• GTA VI Dad Cap: Black and Pink – £25
• GTA VI Dad Cap: Blue and Pink – £25
• GTA VI Dad Cap: Pink and Blue – £25
• GTA VI I Heart VC Frisbee – £25
• Vice City Manatees Snapback Hat – £20
• Burger Shot Visor – £20
• Vice City Manatees Socks – £20
• GTA VI Goodtime State Mug – £15
• GTA VI Vice City Money Clip – £15
• Grotti Keychain – £12
• GTA VI Keychain – £8
• GTA VI I Heart VC Keychain – £8
• GTA VI Shot Glass – £5

The Selfridges collaboration is another major moment in Rockstar Games' global promotional campaign for Grand Theft Auto 6. The company has increasingly brought elements of the game's fictional setting into real-world locations, particularly Miami, the city that inspired Vice City.

Recent promotional activities have included fictional restaurant branding, Weazel News advertisements, and sports car displays throughout Miami.

The campaign is also expected to extend into professional basketball. The Miami Heat is scheduled to temporarily rebrand as Vice City for a special event called "A Night In Vice City," taking place on November 18, one day before the game's scheduled release.

Grand Theft Auto 6 is scheduled to launch on November 19, 2026, for PlayStation 5 and Xbox Series X/S.

The release marks Rockstar Games' first major new single-player installment since Red Dead Redemption 2, which arrived in 2018. With its growing promotional campaign and merchandise collaborations, anticipation for the next chapter in the Grand Theft Auto series continues to build.