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Thursday, September 19, 2013

Hollister Co. Parody in Grand Theft Auto's Newest Game...

Screenshot of parody Hollister in GTA 5.
Image used for illustrative purposes only.
We've all heard of the infamous Grand Theft Auto game series and their sometimes crude humor. Nonetheless, most people, including myself (new blogger Will!), still think it's funny and enjoyable. However, this time around Rockstar Games, the creators of the Grand Theft Auto game series, have taken things to a whole new level of detail by including parodies of America's most famous brands. Included is a parody of Hollister Co. which they have renamed "Swallow Co."

The game itself features its own "internet" that allows you to browse through Swallow Co.'s website where an extremely detailed description of the company is included. That being said, it is evident that the creators of the game wanted to mock the brand's attention towards the American youth by highlighting Hollister's many unorthodox marketing techniques, including Hollister's shirt-less models and the spritz that's sprayed throughout the store. Other mockeries include Hollister's oversized logos on clothing and emphasis on dates that have passed long ago.    


Other pages include the Store Locator which asks you to "follow your nose" to find a store and the "Meet Swallow Boy" and "Meet Swallow Girl" page that includes personalized descriptions of two Swallow employees and their teenage lives. Other brands, like American Apparel were also mocked crudely in Rockstar's newest game.

Overall, fans of Abercrombie & Fitch and its off-shoot brands shouldn't be offended by Rockstar's parody, but rather proud that Hollister has become a brand relative enough that it is thought of when creating these types of games. Yes, the game pointed out some of Hollister's weak spots as a brand, but by doing so it shines a light on the importance and influence Hollister Co. has had on the American public in the last decade.