Kai Cenat’s “I Quit” video had fans panicking—until they realized it was a brand launch. The 23-minute YouTube video opened with him reflecting on wanting to be known for more than one thing, then revealed his new clothing brand, Vivet. The video shows Cenat traveling to Italy, learning to sew denim, and fulfilling his dream to build something outside streaming. The announcement follows weeks of Cenat being open about his mental health struggles, sharing that constant streaming left him “losing touch of reality” and pulling away from friends and family. The authentic introduction—despite a clickbait title—has fans praising his vulnerability and long-term vision for growth. With nearly 20M Twitch followers and being Gen Z’s second favorite creator, according to YPulse data, Cenat’s built-in audience gives Vivet a launchpad most fashion brands would envy. (Complex)
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