TLL Staff
Merchantwise has secured the first Call of Duty streetwear fashion collection with globally recognised streetwear brand Culture Kings.
Merchantwise is a leading gaming and entertainment brand licensing agency headquartered in Melbourne with offices in Australia, the UK, Europe and China.
The unisex collection, designed to celebrate two decades of Call of Duty’s legacy, recently launched across Culture Kings stores in Australia, New Zealand, and the United States. The partners say the collection is already enjoying rapid sell through.
Culture Kings is a globally recognized streetwear brand known for its ability to tap into the pulse of youth culture, delivering exclusive and premium apparel, footwear, and accessories.
This collection debuted to coincide with the release of Call of Duty: Black Ops 6. It features six premium graphic tees and a hoodie, each crafted with Culture Kings’ signature urban aesthetic. Drawing inspiration from iconic moments across the franchise, from Modern Warfare to Black Ops, the range highlights Call of Duty’s cultural impact through a fresh streetwear lens.
Among the standout pieces are the Call of Duty Modern Warfare 25 Streak Heavy T-Shirt, a nod to the legendary Killstreaks of Modern Warfare 2, and the Stay Frosty Modern Warfare 2 Heavy T-Shirt, which immortalizes one of the franchise’s most recognizable catchphrases.
The collaboration has already struck a chord with fans of both brands, with one premium item nearly selling out within the first week. The seamless integration of gaming heritage and modern streetwear appears to have positioned the collection as a must-have for gaming enthusiasts and fashion-forward consumers alike.
“Having just launched, this Call of Duty range for Culture Kings is already an incredible success,” said Patrick Lynam, Licensing Director at Merchantwise Gaming. “We brought together two powerhouse brands who each share a passion for innovation and cultural impact to create a collection that taps into gaming while embracing contemporary streetwear. By doing so, we have connected two distinct but highly engaged consumer bases at an exciting time for the Call of Duty brand.”
This venture marks Culture Kings’ first major step into the gaming world, reflecting a growing trend of streetwear brands tapping into the gaming industry. As gaming continues to permeate mainstream culture, Merchantwise says this partnership underscores the potential for further crossovers between the two categories.
The Call of Duty x Culture Kings collection is available now in stores and online, offering fans a chance to celebrate their love for the franchise in style.
Call of Duty is a critically acclaimed, award-winning video game franchise that ranks with the top-selling games of all time.