British streetwear label Joystick Junkies received a great response to its latest collection inspired by the world’s most iconic video games at the Bread & Butter show in Barcelona.

Attended by over 90,000 people and held in January and July each year, Bread & Butter is attended solely by fashion labels, buyers and press from across Europe, Eastern Europe, the US and Asia. It is the world’s premier trade show for streetwear and directional fashion where brands like Firetrap, Diesel, G-Star, Gio Gio and Scotch & Soda showcase next season’s collections. Chris Birch, Creative Director said, "this event is like the E3 or Leipzig Games Convention of fashion, and we’ve proved once again that Joystick Junkies is able to deliver some of the hottest fashion for 2008 and all based on the video games we know and love."

Joystick Junkies’ Spring-Summer 2008 collection has been expanded to include printed plain and checked shirts, beach shorts, hooded, track tops, polo shirts as well as directional garments such as hooded and reversible t-shirts. The design team has once again developed a collection of strikingly bold graphics with neon prints to compliment Joystick Junkies’ trademark bright garment colours.

Making video games fashionable is one of the company’s strengths and the response from the industry and fashion media was phenomenal. Rick Lowe, Managing Director added, "Evidence that being seen to have a strong range with a forward colour palette, introduction of on trend fashion pieces, new fabrications, dynamic graphics, considered branding, as well as new product areas, all gives Joystick Junkies an appealing perception - that’s ultimately is what key buyers are looking for."

With overwhelmingly positive feedback from agents, distributors and buyers at Bread & Butter, Joystick Junkies has announced a string of new distribution deals. Exclusive contracts have been agreed with major distributors Interga for Italy, Disaster Distribution for France & Spain, Dream Team for Portugal and Port Company for Germany. In addition a further two agents have been signed giving Joystick Junkies full coverage in the UK. Alongside existing deals with ICC covering Holland & Belgium and NMI for Australia, this gives the brand excellent distribution coverage and they are now in talks with US distributors to launch Joystick Junkies in 2008.