The brand's spring and summer 06 menswear collection will appear in Atari's Test Drive Unlimited game, which is released this week.
Players must choose from a wardrobe of Ben Sherman clothes in which to drive high-performance vehicles in races on 1000 miles of Hawaiian roads. A spokesman for Atari said that gaming was about experiencing a complete virtual lifestyle, and buying fashion labels for the characters was a part of this.
During the game players will drive past Ben Sherman shops, which are modelled on its store in London's Carnaby Street. Players can also visit the Xbox 360 download site and add content to the game, such as the Ben Sherman spring and summer 07 fashion collection.
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