From streaming to fashion.
Kai Cenat has announced the launch of his new clothing brand, titled Vivet, through a cinematic 23-minute YouTube film titled “I Quit”. The video and title initially sparked concern among his global fanbase, before revealing a more nuanced story of personal growth and creative redirection.
Rather than a farewell to digital content, the film positions Vivet as the next chapter in Cenat’s evolution. He speaks openly about the pressure of being defined by a single identity, reflecting on his desire to pursue goals beyond streaming and to explore new forms of creative fulfilment.
A pivotal moment unfolds during an intimate conversation with his mother, filmed on a beach, where Cenat confronts his self-doubt and seeks reassurance as he considers stepping into fashion. The exchange grounds the project in vulnerability, framing the brand not as a side venture, but as a deeply personal undertaking.
The narrative then moves to Italy, where Cenat documents the early development of Vivet. Footage of high-end denim manufacturing and hands-on involvement in the production process underscores a focus on craftsmanship and intention. With Vivet, Cenat signals a clear pivot towards fashion, marking a more mature and considered phase in his creative journey.
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