Joystick Junkies, the irreverent British streetwear label which has turned world famous 80's video games in to fashion icons is showcasing its Spring-Summer 2006 range this Friday at POP in London's West End.
Continuing with the ever popular vintage video colours Joystick Junkies has added a new super soft washed out line featuring distressed prints inspired by some of the most culturally influential and almost mythical names from the dawn of video games pop culture.
The new line features designs based on the Arcade Asylum, which dealt with video game addiction and boasted an achingly hip clientele that would put the Betty Ford to shame, Big Al's video games bar that saw more sex, drugs and rock'n'roll than the Hollywood Bowl's dressing room and the infamous jet set Class of '78 who were the real rock stars of video games.
Blazing a trail at the forefront of the fast growing video games movement Joystick Junkies has tapped in to a fashion market that dwarfs snow, skate and surf put together whilst continuing to offer designs that appeal to the lifestyle streetwear market. Joystick Junkies have certainly found their niche, but what a niche...73% of 16-35's play electronic games at least weekly and the average age of a UK gamer is 28 whilst celebrities ranging from Robbie Williams to Julia Roberts are open about their passion for games. The video games market is set to eclipse the movie and music industries and has had a massive impact on millions of lives around the world. Many people will recognise classic retro names such as Chopper Commandoes, Robotron, Defender or Gauntlet, which are re-interpreted in the range for those with memories of their pixellated adventures or just wanting a slice of 80's electric love.
With the huge rise in the numbers of women playing games, the girls are also getting in on the digital action this season with a capsule designed for the modern urban adventurer. Joystick Junkies has been at the forefront of this change with a sponsorship deal with the 200 strong US based girl gaming community PMS Clan (recently featured in Entertainment Week) and placements of gaming celebrity founders Amber and Amy on MTV's worldwide aired Xbox 360 launch TV show.
The Joystick Junkies range has now been expanded for men and women. As well as the new soft washed out t-shirts, the collection also includes vest tops, sweatshirts and trophy necks and the team have more garments planned for a summer injection.
Giving the gamers what they need doesn't stop at clothing, the label has also started a major monthly charity gaming tournament called Trueplayerz allowing charismatic gamers in the UK a chance to become heroes for their chosen charities. The Trueplayerz events mix big screen competition with live bands, fashion shows and is supported by The Music Factory channel, EA Games, broadband ISP UK Online, retailer Gamestation, the UK's top games site GamesRadar.com and magazine Games Master.
On the lifestyle side Joystick Junkies regular club nights attended by London's media scene and gorgeous house music clubbers have expanded to monthly Friday nights at POP whilst Electric Love launching in December will give clubland a unique new Saturday night. The label is also infamous in the industry for it's themed trade parties and continues this autumn with the official after show party for the UK's Golden Joysticks awards event in November.
Love fashion? Love clubbing? Love Joystick Junkies? You will - come and see why Joystick Junkies is one of the most unique and inspirational British fashion labels to hit Europe in the 21st Century.
For PR enquiries or guest list for the fashion show please email firstname.lastname@example.org or ring +44 207 486 6641. Photos will be available after the event for media.
Visit www.joystickjunkies.com for more information on Joystick Junkies fashion, clothing and events.
Joystick Junkies. Built for the future. Enjoy forever!