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Ben Sherman playing games

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Ben Sherman have signed a license deal with Atari for their spring-summer 2006 menswear collection to be featured in Atari's 'Test Drive Unlimited' Xbox 360...

Amanda Gore (PSFK London)
  • 7 september 2006

Ben Sherman have signed a license deal with Atari for their spring-summer 2006 menswear collection to be featured in Atari’s ‘Test Drive Unlimited’ Xbox 360 game, which is released tomorrow.

Players must choose from a wardrobe of Ben Sherman clothes in which to drive high-performance vehicles in races on 1,000 miles of Hawaiian roads. A spokesman for Atari said that gaming was about experiencing a complete virtual lifestyle, and buying fashion labels for the characters was a part of this. Players can also visit the Xbox 360 download site and add content to the game, such as the Ben Sherman spring and summer 2007 fashion collection.

Already associated with boy-racers and ‘chavs’, PSFK doubts whether this was the best move for the promotion of Ben Sherman brand, although that said they will definitely have a captive audience!

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