Australian-born streetwear brand Culture Kings has released a collection of licensed tees amid the release of the dark sci-fi game DOOM: The Dark Ages in Australia.
The tee collection is now available across Culture Kings stores in Australia, New Zealand and the United States. Two of the three Culture Kings tees feature character imagery from DOOM: The Dark Ages, and the third features art from 1993’s original DOOM game. All tees are priced at $59.99 each.
According to Culture Kings, the DOOM tee collection has also been developed to satisfy the growing demand from fashion-forward local consumers to wear their “fanDOOM" as well as the retailer’s growing gaming audience.
The licensing deal was brokered by Australian firm Merchantwise for software publisher Bethesda – the company behind the new DOOM release.
The launch was marked with an activation at the Culture King’s flagship Sydney store, which included the unveiling of Bethesda’s custom Harley-Davidson Sportster S motorcycle inspired by the new DOOM game, which is set to be given away to a local fan via an extensive social media campaign on Bethesda’s ANZ social media channels.
“The incredible success of this launch is testament to what can be achieved when an iconic and legendary franchise like DOOM comes together with a global force in streetwear like Culture Kings,” Merchantwise gaming licensing director Patrick Lynam said.
“By partnering with Culture Kings, we, together with Bethesda, were able to deliver a brand experience like no other for Australian DOOM fans and one that allowed for them to enjoy the brand across a number of exciting, unforgettable and hell-raising consumer touchpoints.”
Culture Kings is owned and managed by A.K.A. Brands, a publicly listed retail group in the United States, which also manages two other Australian fashion businesses, Princess Polly and Petal & Pup.
The streetwear brand and retailer has nine stores across Australia and New Zealand.