Watch Dogs gets real-world clothing line

Dress like Aiden Pearce with a new 12-piece capsule collection that includes denim shirts, sweaters, hats, and hoodies.

Video game publisher Ubisoft and men's clothing company Frank & Oak today announced a partnership for a special line of real-world apparel inspired by the upcoming open-world game Watch Dogs.

The 12-piece capsule collection includes the following clothing and accessories.

  • Printed denim shirts ($55)
  • Waffle henley ($42)
  • Black canvas pant ($65)
  • Patterned sweater ($65)
  • French terry hoodie ($65) feature raw and worn details and textures
  • Crew neck tees ($32)
  • Baseball cap ($35)
  • Military canvas duffle ($115)
  • Distressed v-neck pocket tees ($32)

Ubisoft previously partnered with Musterbrand for Assassin's Creed-inspired clothing. Notably, Musterbrand is also selling Watch Dogs clothing, like a $200 Vigilante jacket based on the coat that main character Aiden Pearce wears in the game.

The limited edition Watch Dogs clothing line is available today, April 23, from Frank & Oak's website. The items aim for a "dark and mysterious near-future aesthetic," but what exactly does that mean?

We caught up with Frank & Oak CEO Ethan Song to help us make sense of it all.

GameSpot: How did you go about capturing the spirit/essence of Aiden Pearce for your Watch Dogs clothing collection?

Ethan Song: To capture the spirit of Aiden Pearce for the Watch Dogs Capsule Collection, we worked very closely with Ubisoft's creative directors and viewed early versions of the game to understand the near-future universe they created.

"I think that video games that are realistic, believable, and relatable will definitely influence the way people dress" -- Frank & Oak CEO Ethan Song

While we didn't try to replicate the clothing Aiden Pearce wears in the game, we did try to capture the essence of his character. The collection we ultimately developed has a gritty, dark aesthetic with a worn and lived-in feel that captures the complexity of his vigilante character.

GS: What kinds of visual references did you use when drafting designs?

ES: Watch Dogs has a near-future feel, and we were definitely inspired by visual references from within the game itself. For the collection, we paired different textures and darker shades to keep the looks interesting while also capturing the edginess of Aiden Pearce.

GS: What challenges did you face in the process?

ES: When you create clothing inspired by a video game, it’s important to find the right balance between something that's wearable and something fans of the game will appreciate. We tried to be subtle, but still capture the essence of Watch Dogs with recognizable elements from the game.

GS: Was this your first clothing line based on a video game? If so, what was it like working with a massive company like Ubisoft?

ES: Yes, this was our first clothing line inspired by a video game. From the beginning, we shared a vision with Ubisoft's team: create fashion/lifestyle products inspired by Watch Dogs, but not replicating the game. From there, the creative direction was really up to us.

GS: How much creative freedom were you allowed in the process?

ES: We had the freedom to work on the imagery, the feeling, and the look of the collection, while still respecting the feel of the game. When it came to designing and producing the clothing itself, Ubisoft fully trusted our expertise.

GS: Like you say, fashion is often inspired by pop culture, but we haven't seen many successful clothing extensions from video games to date. Do you foresee a future where someone like Aiden Pearce from Watch Dogs, who is more fashionably relatable than a character like Mario, becomes a fashion icon that inspires men to dress like him?

ES: Music and film have been major inspirations for fashion, and the digital world--because it's so immersive--has the potential for that, too. I think that video games that are realistic, believable, and relatable will definitely influence the way people dress.

Watch Dogs launches May 27 for Xbox 360, Xbox One, PlayStation 3, PlayStation 4, and PC. The Wii U version, which is definitely not canceled, is coming sometime later.

Eddie Makuch is a news editor at GameSpot, and you can follow him on Twitter @EddieMakuch
Got a news tip or want to contact us directly? Email news@gamespot.com

Got a news tip or want to contact us directly? Email news@gamespot.com

Did you enjoy this article?

Sign In to Upvote

eddienoteddy

Eddie Makuch

Eddie Makuch is a news editor at GameSpot, and would like to see the Whalers return to Hartford.
Watch Dogs

Watch Dogs

Follow
78 comments
bbq_R0ADK1LL
bbq_R0ADK1LL

Don't just buy the digital costume packs, buy the real costumes too!

bobbetybob
bobbetybob

Nothing says "I have too much money and not enough taste" like expensive clothing based on a video game character...

tightwad34
tightwad34

I just want a shirt that says Video Games in pixilated font. I know I could make that happen, but I'm too lazy.

hystavito
hystavito

This has 1760 comments, weird :).

XNEXUS666X
XNEXUS666X

Got a Cubs cap when I went to Chicago, that's my Watch Dogs outfit.

deadpen
deadpen

LOL WTF look for this stuff (without the Fart Dawg logos) and it isn't even a 1/3 of the price as they want to sale this made in china crap. 

Waffle Hanley = $15-$25

Black Canvas Pant = $30-$50

French Terry = $23-$50 (want raw/worn detail, take a rope, tie this to your bumper and drive for 5 miles)

Crew neck Tee = $4

Baseball cap = $5.50 (learn Embroidery) 

Military duffle = $17-$80 (depending what you want)

V neck tee = $5-$12

Oh and the funny thing is if you google these things most of it comes back a women's clothes.

DrKill09
DrKill09

With all this hype, this game better deliver.

streamline
streamline

When I read the title, I thought this was going to be the other way around where you can buy digital versions of the brand name clothes in the game. After reading the article,I still think it is more accurate to say that the real world is getting a Watch Dogs clothing line.

Gen007
Gen007

lol I mean it's a game clothing line if that wasnt absurd enough but its damn new IP like wtf. If it were GTA or something a cementedtop flight series then you start making clothes but for a brand new IP? insanity

RC-Sev
RC-Sev

I'd take the white coat and hat.

Pelezinho777
Pelezinho777

Will I be able to exchange in-game's for real ones?

Amirygon
Amirygon

As much as I like collecting stuff and getting such outrageous items (after all, I'm planning on getting the Watch Dogs LE, Art of Watch Dogs, & Collector's Edition Guide), for that price I'd rather just get myself another nice genuine black trench coat made by Bradley Jons for Gruner & Co, another pair of black cargo pants made by Tru-Spec, and a good ole Craftsman black shirt. Because when it comes to clothes lines, I just don't like stuff I can't use repeatedly.

cagedwolf
cagedwolf

A clothing line for a game that isn't even out yet. Why that's almost as silly as producing and releasing DLC before a game comes out.


Actually, forget that thought. With our luck, some company like capcom is going to think that is a brilliant idea and start giving us the DLC for next year's Street Fighter, Resident Evil etc

toecutter00
toecutter00

Aside from this being a monumentally stupid idea, isn't this a case of putting the cart before the horse? I mean, what if the game sucks. Or even if it's great who the hell in their right mind, or above the age of twelve, is going to want to wear clothes made by Ubisoft? I know that the appeal for cosplayers is that they can create their own clothes, so they're out, and even if it did appeal to them they'd have to all want to dress up as the same character for this to be profitable. Ubisoft should focus on what they barely know, which is videogames. Re-skining the same gameplay mechanic over and over again ain't gonna cut it for this gen. If they're not smart about it, selling clothes might be the only thing they are known for.

spartanx169x
spartanx169x

How long will it take before somebody uses them to commit a crime. ........

leikeylosh
leikeylosh

Big thanks from cosplayers from all around the world!

endorbr
endorbr

The leather jacket does look pretty cool but I don't really care to pay a premium for something just because it looks like the one from a game when I could buy a better jacket in my local stores.

kkrakhed
kkrakhed

Is this a DLC for GTA5?  Looks sweet.

hothtron
hothtron

I sew what you did there...

kik4444
kik4444

We don't care about the clothes, give us the phone!!!

001011000101101
001011000101101

Awesome news! It's great that companies are giving hardcore gamers like me a chance to look like all the cool characters we see in today's interactive entertainment. The game is pretty sweet looking too, with the ability to hack people's personal phones and look through their e-mails and so on. My hype-o-meter is through the roof for this one LOL

Me and my gamer friends will totally pick up a few hoodies to wear on top of our favorite anime shirts. Good that it has a zipper in my case, since I still want my waifu to be able to look out. 

blackace
blackace

I don't want to look like Aiden Pearce. Even though I could afford the clothes listed, I wouldn't waste my money on that stuff. The only thing I like on the character is the leather jacket, but it's way to hot in my state to wear something like that.

mattcake
mattcake

Just go to Amazon and get a t-shirt with "I'm a dork" written on the front instead.

khuzko
khuzko

the pricing is excellent 

khuzko
khuzko

these are so cheap ill buy a dozen each - awesome prices, thanks guys !!

warriors30
warriors30

I don't need to look like the game I'm currently playing. That's silly.

prodigy_69
prodigy_69

I like the overpriced vigilante jacket, tshirt and scarf  but they can ram it..I'm daft but not stupid 

DigitalDame
DigitalDame moderator moderatorstaff

So for about $506 I can get the 12 piece kit? Probably a pass from me. Though that Replica of Aiden's jacket is actually pretty slick looking. 

khuzko
khuzko

just shoot me and put me out of my misery

ddmartin2014
ddmartin2014

Ahaha good luck trying to sell this crap!. Replica figures and posters are 1 thing, but clothing! give over

FCT-Steve-O
FCT-Steve-O

35$ for a fucking shitty hat? I can get 59fifty for the same price.

Fursnake
Fursnake

Wow, expensive much? I would say I hope the game is great for the sake of this overpriced clothing, but I don't give a crap about the clothing line. I just hope the game is good for the sake of everyone who buys it (including myself).

fgjnfgh
fgjnfgh

@bbq_R0ADK1LL cuz u r a nerd thats why. They think that they can do better than other brands. I only liked Square Enix clothes line dont remember when they had them 

tightwad34
tightwad34

@XNEXUS666X Poor Cubs, or maybe I should say their fanbase. I'm a Mariners fan so I feel your plight.

geekasauruswrex
geekasauruswrex

Well unless you're a cosplayer, ask yourself why should you care? Then ove on with your life.

toecutter00
toecutter00

@001011000101101  If you're being paid to troll for Ubisoft, in the future try sounding like a real person rather than some scripted advertising. You might sound more convincing. Maybe add some buzzwords like "stoked" or "badass".

EasyComeEasyGo
EasyComeEasyGo

Bruce Lee your Rich anyway so these prices means nothing to you.

amari24
amari24

Exactly lol. I don't even think the jacket is actual leather.

EasyComeEasyGo
EasyComeEasyGo

All I want is Aidens Cellphone so I can you know Hack my way across the world.