https://www.gamespot.com/articles/these-four-new-ps4-controller-colors-are-coming-so/1100-6461267/

When it comes to colorful game controllers, you might think Microsoft has the market cornered with its Xbox Design Lab, which lets you go nuts with color customization. But PlayStation 4 owners who want to add a splash of color to their gaming rigs aren't left in the cold. You can already find a variety of DualShock 4 controllers in colors beyond the standard black, and starting in September, Sony will add four new colorful designs.

The new controllers will sell for $65 ($75 CAD) each at participating retailers. US pre-orders are live at GameStop right now. European customers will get three of the new designs starting in October.