British fashion label Joystick Junkies has announced a new service, designing and producing custom apparel for marketing campaigns.

The team says it realised that most video games promotional apparel was low quality, ended up using off the shelf, oversized t-shirts in limited colours and suffered from a lack of design input. The collections are produced to individual custom tailored designs based on some of the world’s greatest gaming icons and include t-shirts, hats, belts, bags, jackets, polos, shirts, sweatshirts and hooded tops.

"The design team spends an extensive amount of time researching future trends – both in terms of the colour palette of the garment, the type and style of prints, appliqués, stitching or other finessing [sic] that all contribute to making a really great piece of clothing that people are willing to pay good money for."

By tapping in to their love for video games, the team says it is unmatched in fusing fashion and gaming and and have so far been working with Sony, THQ and Take 2 to develop unique promotional apparel.