NEW YORK: Twitch streamer and social media personality Kai Cenat has announced the launch of his new fashion label, Vivet, in a video titled “I Quit”, sparking speculation about whether the creator might be stepping back from streaming.
The 23-minute video features Cenat and his team discussing the brand and sharing behind-the-scenes glimpses of prototype clothing production, including early designs before they are mass-produced in a factory. Despite the dramatic presentation, Cenat admits the brand is a personal journey.
“I want [my brand] to be like they see everything. They see when I fail, when I achieve, when I’m doubting myself, and when I overcome it,” Cenat says in the video.
The name Vivet is derived from the Latin verb vivere, meaning “to live,” reflecting Cenat’s vision of breaking free from societal constraints. He describes the brand as a high-end denim line with plans for both wide-leg and skinny designs, although full collections have yet to be revealed.
Cenat, 23, recently made headlines by winning four awards at the Streamer Awards, including Best Streamed Collab for his stream with LeBron James, Best Marathon Stream for Mafiathon 3, the Event award for Streamer University, and Best “Just Chatting” Streamer.
Although he has not participated in a major streaming event for several months, Cenat has begun posting vlog-style content on his secondary YouTube channel, Kai’s Mind, where he also documents his Vivet venture.
Cenat was ranked number four on Rolling Stone’s 2025 list of the most influential creators, trailing IShowSpeed, Druski, and Ms Rachel. He remains Twitch’s most-followed streamer, with 20.2 million followers at the time of writing.
