L.A.-based apparel company, Undefeated, has teamed up with Microsoft to produce special Halo-themed fashion line that is being sold from a special pop-up store opposite the main Undefeated Los Angeles shop. The line-up of products include originally designed Halo-themed t-shirts, workout clothes, and jackets and are all on display on location.
When asked about the challenges in designing fashion items based on an existing property, Undefeated marketing director Ilias Panayiotou explains that, “We almost wanted our apparel to feel like UNSC training suits. It had to feel authentic and fit the military aesthetic. If you’re part of the UNSC, what would they give you when you’re not decked out in the Mjolnir armor? What would your outfit be as you’re cruising around the ship, going to the gym, and things like that?” He goes on to explain that “Military and sports are the two major themes of our brand. It really made sense for this collaboration with Halo, especially with Halo 5: Guardians being so focused on teamwork and multiplayer.”
The Undefeated and Halo collaboration is very much a limited time special promotion for the release of Halo 5: Guardians on Xbox One which has received a fairly heavy push from Microsoft recently with promotions such as special Halo-themed cars in Forza Motorsport 6, large launch events around the world, and even a new Halo radio station. There has also been the launch of Halo-themed Minecraft events, limited edition Halo 5: Guardians controllers and bundles, free streaming of the game’s soundtrack on Soundcloud, and a special partnership with YouTube for the Halo 5: Guardians launch.
The Undefeated Halo 5: Guardians pop-up store opened on Halloween and will remain open through the rest of the week. Would you like to see similar promotions like this in the future? Let us know in the comments below.Further reading: Halo, Halo 5, Microsoft, Xbox One