Need for Speed Unbound PS5

If you didn’t get the memo yet, Need for Speed Unbound is cool – it’s hip, trendy, lit. Y’know, everything you’re not! Anyway, despite the title’s cel-shaded look, it’s going to have tons of real-life brands inside it. And we’re talking proper fashionable labels here, like Palace Skateboards, Versace, Puma, Namilia, Danielle Guizio, ALPHA Industries, AWGE, Born x Raised, Brain Dead, Champion, EDWIN, FILA, GCDS , KHRISJOY, MKI MIYUKI ZOKU, NAPAPIJIRI, and Vans.

Yes, that’s a lot of CAPITAL LETTERS.

EA consulted with Toni-Blaze Ibekwe, the editor of UK culture magazine Wonderland, to settle upon the curated collection of street wear: “Need for Speed Unbound presents a real visual identity, one where players can see themselves, and their style, represented in the game,” he said. “With these partnerships, we’re blurring the lines between IRL and digital content, and my main hope is that fans adopt the freedom to express themselves through clothing, and apply some of their ‘daring’ in-game choices in real life.”

Creative director Kieran Crimmins added that he believes Need for Speed Unbound is a home for “pioneering, cutting-edge brands”. He explained: “With Need for Speed Unbound, we wanted to level-up that ethos by creating a truly authentic universe that not only represents our players, but also creates opportunities for them to interact with and experience these renowned brands in a whole new way. These partnerships are just the beginning, and we look forward to sharing details on even more partners in the weeks ahead.”

Anyone else feeling distinctively uncool in their Primark tees right now, then?