Diesel clothing for sale in PlayStation Home

'Oh man, I'm wearing unbranded combats!'
'Oh man, I'm wearing unbranded combats!'

Diesel has been named as one of the first brands that will roll out a major retail branding campaign on Sony PlayStation's long-awaited home – with gamers able to buy virtual clothing for their avatars.

The clothing – which will range from free to £1.30 will be available to buy and clothe the virtual representations of people in the Home virtual world – which will serve as the user interface for PS3.

Home is launching into open beta, and Diesel, with a campaign developed by Mindshare, are one of the first of a number of companies that are looking to establish an early presence.

Closing the loop

"PlayStation Home not only offers Diesel the chance to engage with its target audience in a new way but more importantly demonstrates how media can close the loop moving from a communication to a distribution channel - in many ways a new high-water mark for retail brands," Mindshare partner Ben Lukawski told NMA.

The concept of Home is to create a Second Life-like virtual world where people create avatars that will alow them to socially interact, find like-minded gamers for multiplayer games and show off their 'trophies' or achievements from their games.

"PlayStation Home is unique to anything else in the gaming world and by partnering with both global and regional gaming and non gaming brands; we are able to offer exciting and entertaining content that will enhance the PlayStation experience," said Sony Computer Entertainment Europe's Daniel Hill.

TOPICS
Patrick Goss

Patrick Goss is the ex-Editor in Chief of TechRadar. Patrick was a passionate and experienced journalist, and he has been lucky enough to work on some of the finest online properties on the planet, building audiences everywhere and establishing himself at the forefront of digital content.  After a long stint as the boss at TechRadar, Patrick has now moved on to a role with Apple, where he is the Managing Editor for the App Store in the UK.

Latest in Playstation
Astro Bot PS5 bundle
Sony officially announces new Astro Bot PS5 bundles and they're available from PlayStation Direct right now for bargain prices we can barely believe
Horizon Zero Dawn Remastered
Future PlayStation games could have AI-powered characters, if this leaked prototype of Aloy is anything to go by
The artwork for The Last of Us Limited Edition DualSense controller
Where to pre-order and buy The Last of Us Limited Edition DualSense controller today - UK pre-orders are live but stock has sold out already
Sony State of Play - logo
PlayStation State of Play – everything announced, and the whole February show as it happened
A PS5 controller held up in front of a TV screen
PlayStation Network outage live updates – PSN is back and compensation announced
The PS5 Pro in front of a white brick background, on a brown desk, next to a potted plant.
The PS5 Pro has made me realize I hate choice
Latest in News
The Samsung Galaxy S25 Edge on display the January 22, 2025 Galaxy Unpacked event.
Samsung Galaxy S25 Edge colors seemingly revealed in new video, and there’s another sign of an imminent launch
Promotional image for Malcolm in the Middle featuring the original cast playing golf
Malcolm in the Middle's Disney+ revival gets underway as the series finds its cast – here's which characters are returning
Group of people meeting
Inflexible work policies are pushing tech workers to quit
A young woman is working on a laptop in a relaxed office space.
I’ll admit, Microsoft’s new Windows 11 update surprised me with its usefulness, providing accessibility fixes, a gamepad keyboard layout, and PC spec cards
Youtube
YouTube Premium could be getting a new time-saving perk, showing you recommended videos directly in your playback queue
inZOI promotional material.
inZOI has become the most wishlisted game on Steam, but I wouldn't get too caught up in the hype