Iconic British Retail Store Gets GTA 6 Takeover Featuring Exclusive $3,355 Varsity Jacket

Luxury British department store Selfridges has had the ground floor of its flagship London store overtaken by GTA 6 ahead of its November 19 release date. It’s not just a little display, either; Rockstar and the retailer have gone all-out.

The front of the installation at 400 Oxford Street has a blue Grotti Cheetah Classic parked in the window — the exact car seen driving around Miami to promote GTA 6. There’s VI signage and Vice City iconography all over the store.

Good morning from Selfridges London #GTA6 https://t.co/dbQcQGhIaj

— GTA News 🔴 RockstarINTEL.com (@GTAonlineNews) November 9, 2026

Live from Selfridges at Oxford Street for the #GTAVI activation🌴

Rockstar are not messing around 🤯 https://t.co/vqqXKwB1oJ

— GTA GFX (@GTAGFX) November 9, 2026

In total, there are over 60 GTA 6-themed items for sale, from clothing to luggage tags. The most expensive item is an exclusove Goodtime State Varsity Jacket that costs an eye-watering £2,500 (approx. $3,355).

The GTA 6 activation opened at the Selfridges Bond Street shop this morning, with the online Selfridges GTA 6 merch going live at the same time. There are basketballs, bags, mugs, and a wide range of clothing options.

Launch saw queues of over 100,000 people and some of the items have sold out as a result, but queue times have at least died down now. Many of the items on sale are exclusive to Selfridges, making them a must-buy for hardcore collectors. At the time of this article’s publication, the £2,500 jacket is sold out.

It’s the first major activation in the UK. Previously, Rockstar focused most of its efforts on Miami, the metropolis GTA 6’s Vice City is based on.

In September, Rockstar paid just shy of $1 million to install a massive, glowing “Welcome to Vice City” sign on top of the Miami Heat’s arena, the Kaseya Center. The arena will also be home to an unprecedented NBA game sponsored by Rockstar Games.

On November 18, the Miami Heat will play a regular season game against the Milwaukee Bucks on a Vice City-themed court with never-before-seen jerseys inspired by GTA 6. The arena will also be selling Vice City merch, with Rockstar and the NBA labeling the event as a “night in Vice City.”

We’ve got plenty more on GTA 6 while you wait for its November 19 release date, including an unlikely gameplay reveal in the latest episode of South Park, how GTA 6 named one of its biggest mechanics after a beloved GTA 4 meme, and how GTA 6’s map will open up relatively early and let you explore freely.

Image credit: Selfridges.