Call of Duty icon becomes fashion icon in new collaboration

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Today, the worlds of gaming and fashion meet as the flagship video game franchise, Call of Duty®, unveils a collaboration with renowned costume designer Courtney Wheeler, celebrating the iconic status of the main character.

Recent efforts to replicate the distinctive style of Call of Duty’s mythical title character, Captain John Price, have gained popularity on Instagram, Reddit and X. Captain Price’s hat alone has 2,064 mentions on Reddit, with entire threads devoted to finding real-life versions of his beanie, boots and jacket.

With players increasingly keen to add Price-inspired fashion elements to their wardrobes, the campaign called on Courtney Wheeler to help recreate his military-inspired utilitarian aesthetic through everyday menswear, staged in a bespoke photo shoot.

Captain Price, the main hero for over 20 years, has become a cult figure within the gaming community. An elite member of the British Army, he has taken part in military operations in almost every conflict-prone corner of the globe, distinguishing himself through acts of bravery and recklessness; his unfailing intuition and determination have won him legions of fans. Captain Price’s outfits caught the attention of fashion-conscious gamers eager to emulate his style off-screen, cementing his status as an influencer beyond the gaming world.
Courtney Wheeler, the creative costume genius behind the award-winning “The Bear” series, has put together a comprehensive guide to mastering military-inspired style, including a collection of outfits that pay homage to the iconic Captain Price. Drawing inspiration from key catwalk trends such as gorpcore and utilitarian, Courtney Wheeler has created modern outfits that deliver distinctive style.
Courtney Wheeler spoke about the creative process that enabled her to bring Captain Price’s style to life: “The characters are so well developed in video games that it’s very easy to get an idea of who they are. When you try them on, you can ask yourself questions like “Does this look good on him?” And because video game characters like Captain Price are so well realized, they look a lot like characters in movies and TV series. Price’s clothes are not only functional, they also reflect his character and personality. The developers have created a world in which the clothes in the game seem completely intentional.”
Get Captain Price’s look!

Captain Price’s beanie is an iconic accessory in the Modern Warfare® series, and it continues to take center stage in the designer’s ensembles. Her clothing choices reflect her personality and functional needs, thanks to a variety of durable, flexible and comfortable materials designed for all environments. Military-inspired colors in khaki, green and gray blend into any environment.

Here are the key elements to incorporate to achieve this look:

  1. Headgear:
    • Caps and hats come in a wide variety of versatile styles and materials to protect you from the elements. They’re designed to keep you warm while allowing you to look fashionable.
  1. Materials you can take anywhere:
    • Technical fabrics and coated textiles are designed for a wide variety of seasons and environments. They offer great freedom of movement and breathability for style that’s built to last.
  1. Twill and determination:
    • Incorporate thick twill workwear into your wardrobe. Not only are they tough, but they offer extra pockets for the demanding utilitarian gentleman.
  1. Keep your feet on the ground:
    • No flat feet here, functional footwear designed for hikers, combat and construction boots keep feet dry and safe on the move. Grippy athletic shoes will get you to the gym or any urban environment while keeping you looking great.

The four looks created have been immortalized in four distinct settings – Jungle, Winter, Urban and Desert – reflecting some of the many environments players can explore as Captain Price in Call of Duty®: Modern Warfare® III. His ability to adapt to the most hostile environments is the cornerstone of his character. The urban environment was inspired by the recent game Modern Warfare® III, which features London as one of its key locations, while the frozen tundra sets the scene for winter, with its characteristic snow on the ground.

As part of the campaign, actor Barry Sloane donned the new MWIII protagonist’s wardrobe, embodying the character’s rugged personality through Courtney Wheeler’s interpretation and military-inspired aesthetic, emphasizing utility and comfort.

Sloane, who has played Captain Price in the Modern Warfare® series since 2019, said, “Courtney has come up with some really great looks that make Captain Price feel like he’s in the real world. It’s great to get him off the screen and into our world.”

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