Video games firm Atari has chosen British streetwear label Joystick Junkies as a fashion partner.
The firm has been licensed by Atari's UK agent Rocket Licensing to create street fashion for the UK market based on the classic brand.
Major retail partners have already expressed interest in initial designs which have just launched across Joystick Junkies' four London-based concessions, as well as on the firm's website and with key retail accounts.
The company will follow up with nationwide releases to coincide with the Christmas 08 Injection and spring/summer 09 collections.
Joystick Junkies is already well-known for its creative use of video games icons for its collections.
"Atari and Rocket chose Joystick Junkies as a fashion partner because we felt they had a true understanding and passion for the Atari brand, as well as a strong position in the UK fashion market," said Rob Wijeratna, joint MD at Rocket.
Charlotte Hargreaves, senior VP of brand and licensing at Atari, added: "Atari's strategy to extend the brand internationally is strongly creative and design led. That is why we are delighted to be partnering with Joystick Junkies in the UK. Their design flair and our iconic images are a great fit."
Creative director at Joystick Junkies, Chris Birch, continued: "Atari is one of the most recognised brands in the world. It spans so many generations of Atari love and gives us a massive catalogue of inspirational art for our new collections."