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How Is The Fashion In Watch Dogs So Crucial To The Game?

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The protagonist who wields this potent handheld, Aiden Pearce, was conceived as an everyday superhero. He can blend easily into a crowd, but through technology and street smarts, possesses incredible powers. The entire city is at his fingertips.

Ubi Workshop, the transmedia division of Ubisoft Montreal that creates must-have swag for each brand, was faced with the challenge of designing stunning collector's items based on a character who would prefer to hide in plain sight.

The Aiden Pearce look has three main pieces: the premium leather jacket -- with special pockets for your phone, of course -- the scarf and the baseball cap. There are also tees tagged by in-game hacking vigilantes Dedsec, a vest and more surprise merch to come.

"It's important for our fans to be able to become Aiden Pearce," says Ubi Workshop product manager Matthieu Bagna.

"We tell a story with these replicas," adds e-commerce manager Isabelle Legault. "There's a surprise when you buy the cap, something inside that once you see it, you'll understand so much about how the character acts in the game."

Men's clothing designer Frank & Oak is headquartered just a couple of blocks away from Ubisoft Montreal, so it made sense for them to get involved as well.

While Ubi Workshop strived to recreate wares seen in the game, Frank & Oak took a much different approach -- using the game's universe as inspiration for a 12-piece capsule collection meant for everyday wear. It's the first time Frank & Oak has designed menswear based on a video game.

"When people think of the future, it's usually clean and minimal. Almost Apple-like," says Frank & Oak creative director Ethan Song. "Here, the technology is raw. It's about darker shades. The clothes have a way of blending together when you wear them as a look; they're different shades of gray."

Song says the clothes are meant to look worn -- even a little dirty.

"Standing out doesn't necessarily mean big, bold colors," Song says. "The militaristic, activist feel to the aesthetic -- that's the essence of the world Watch Dogs captures."

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