Joystick Junkies lands on River Island

River Island, one of the UK's leading high street fashion chains have announced they are now stocking the Joystick Junkies range of video games inspired clothing.

Several stores across the UK are currently taking part in a trial; Donegal Place in Belfast, Clarence St in Kingston upon Thames, Princes St in Edinburgh and Meadowhall Shopping Centre in Sheffield. River Island plan a roll out to cover all their nationwide outlets if the trial proves successful.

Joystick Junkies range of clothing has been available for the last three years through it's online lifestyle portal www.joystickjunkies.com and through select designer clothing stores. The clothing range is inspired by some of the world's most famous arcade games like Defender and Space Invaders, now being bought and sold for thousands of pounds, although the designs have now been brought up to date for today's X-Gen junkie buyers with a passion for fashion and retro cool.

"It was important to make sure our first adventure in to the high street was with someone who understood our brand and River Island got it from the word go. They have looked after some great brands recently so we knew they'd be perfect for us," commented Chris Birch, one of the founders of Joystick Junkies.

River Island commented that, "The inclusion of Joystick Junkiesdemonstrates how successfully our branded customer has evolved over the pastmonths. Our 'T bar' concept now offers a diverse mix of niche brands notnormally found on the high street which are inspired by music, sport, humour andother popular genres. We have been extremely pleased with consumer reaction andwelcome Joystick Junkies onboard."

www.riverisland.com
www.joystickjunkies.com
28 november 2003