Kai Cenat Announces New Clothing Brand, Vivet, in Emotional YouTube Video

Also sharing a heart-to-heart conversation with his mother about self-doubt and his future in streaming.

Summary

• Kai Cenat announces his new clothing brand, Vivet, in a vulnerable YouTube video titled I Quit
• Following a heart-to-heart with his mother, Cenat travels to Italy to document the brand’s high-end denim manufacturing and creative process
• The launch signals a pivot toward fashion

On January 13, Twitch streamer Kai Cenat uploaded a cinematic 23-minute YouTube video titled I Quit, a headline that initially shocked his global fanbase. However, the film serves as a deeper announcement: the launch of his new clothing brand, Vivet. The video acts as a vulnerable exploration of Cenat’s mental state and his desire to evolve beyond his established identity as a streamer.

In the film, Cenat explains his decision to seek a path outside of digital content creation, stating, “Thinking in my head of the goals I want to achieve and not achieving them because I’m only known for one thing.” This led to a pivotal moment featuring an emotional, heart-to-heart conversation between Kai and his mother on the beach. During this deep chat, he opens up about the self-doubt that has accompanied his massive success and asks for her advice on pursuing a new passion. Clarifying that he is not depressed but simply seeking genuine fulfillment, the vlog then transitions to Italy, where he reveals the creative foundations of Vivet. Footage shows Cenat hands-on with the manufacturing process, offering fans a glimpse of his commitment to high-end craftsmanship.

This announcement follows a period of reduced streaming and a December post on X regarding his mental health. By establishing Vivet, Cenat signals a definitive move toward the fashion industry, marking an ambitious new chapter defined by design rather than the digital screen.