Twitch streamer Kai Cenat announced the launch of his clothing brand, Vivet, in a 23-minute YouTube video published on January 13, signaling an expansion beyond digital content creation into the fashion industry.

The video, titled “I Quit,” initially appeared to signal Cenat’s departure from streaming before revealing the clothing brand launch. The content creator traveled to Italy to document the manufacturing process, showing hands-on involvement in denim production and garment construction, according to Hypebeast.

“Thinking in my head of the goals I want to achieve and not achieving them because I’m only known for one thing,” Cenat said in the video.

The footage from Italy shows Cenat participating in high-end denim manufacturing. The video provides viewers access to the brand’s creative development, with additional content available on Cenat’s secondary YouTube channel “kai’s Mind,” according to Complex.

Mental Health and Career Reflection

The announcement follows Cenat’s December social media posts addressing his mental state. “As I was very consistent in streaming there were certain times I realized that I was losing touch of reality,” Cenat said on X. “I needed to take a step back and fully reset.”

The video includes a conversation between Cenat and his mother discussing his career direction. “I’ve achieved so much and I’ve been able to knock down goals I’ve always wanted to do, and my mindset in my head … it’s a lot of self-doubt. I’m not depressed, I’m not sad, I’m just having a lot of self-doubt,” Cenat told his mother.

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