Streamer Kai Cenat Launches Fashion Brand 'Vivet'

The new clothing line signals a professional shift from digital content creation to the fashion industry.

Apr. 15, 2026 at 6:06am

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An extreme close-up photograph of richly textured, high-end fashion materials like velvet or sequins, captured in dramatic studio lighting to convey the glamour and attention to detail of the Vivet clothing brand.The launch of Kai Cenat's new fashion brand Vivet signals a shift from digital content creation to the pursuit of high-end design and craftsmanship.Brooklyn Today

Kai Cenat, a popular 24-year-old streamer from Brooklyn, New York, has announced the launch of a new fashion brand called Vivet. The announcement was made through a 23-minute cinematic YouTube video titled 'I Quit', which serves as a documentary-style reveal of Cenat's transition into a legitimate fashion designer. The brand name Vivet is intended to mean 'he, she or it will live forever', and the label is positioned as a legitimate fashion house focused on longevity and thoughtful design.

Why it matters

Cenat's pivot from being known solely as a content creator to pursuing a passion for fashion design represents a significant career shift. By establishing Vivet, Cenat is attempting to break the label of 'content creator' and become a professional designer, competing within the luxury and streetwear sectors. This move marks a new chapter for Cenat, who has previously dominated the streaming world, and signals his ambition to create a brand intended for long-term cultural relevance.

The details

To establish the brand's foundation, Cenat spent several months in Italy receiving hands-on instruction in sewing and the technical processes required to create high-end items, specifically focusing on shoes and denim manufacturing. The development of Vivet also includes a partnership with stylist Law Roach, which is intended to provide the brand with industry expertise and credibility, focusing on intentional silhouettes and the discipline of professional fashion design.

  • Cenat announced the launch of Vivet on January 13, 2026.
  • Cenat spent several months in Italy prior to the announcement to receive training in fashion design and manufacturing.

The players

Kai Cenat

A 24-year-old streamer from Brooklyn, New York, who has announced the launch of a new fashion brand called Vivet, signaling a shift from digital content creation to the fashion industry.

Law Roach

A stylist who has partnered with Kai Cenat on the development of the Vivet fashion brand, providing industry expertise and credibility.

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What they’re saying

“I quit overthinking. I quit staying in my head about [whether] the goals I pursue are going to work or not. I want to push limits to see how much I truly can create in life.”

— Kai Cenat

What’s next

Cenat plans to continue developing the Vivet brand, focusing on high-end craftsmanship and establishing the label as a legitimate fashion house within the luxury and streetwear sectors.

The takeaway

Kai Cenat's transition from being a successful streamer to launching his own fashion brand, Vivet, represents a significant career pivot and a desire to pursue a passion outside of digital content creation. This move signals Cenat's ambition to create a brand with long-term cultural relevance and establish himself as a professional designer, rather than being solely recognized as a content creator.