Internet personality and livestreaming icon Kai Cenat has officially entered the fashion world, unveiling his new clothing brand, Vivet — a creative pivot that was introduced in a deeply personal video titled “I Quit.”
Cenat’s “I Quit” video, uploaded on January 13, 2026, is a 23-minute cinematic announcement that initially sparked confusion among his global fanbase, many of whom feared he was retiring from streaming altogether.
In the video, Cenat reflects openly on the limitations of being known solely as a streamer. “I quit overthinking… I quit staying in my head about the goals I want to achieve and not pursuing them because I’m known for one thing,” he explains.
But the real headline was the launch of his fashion brand, Vivet, which the streamer describes as a project rooted in personal growth, creative expression, and craftsmanship.
The brand’s name is derived from the Latin verb vivere, meaning ‘to live’, a concept Cenat says reflects his desire to build a life and career beyond any one label.
Behind the scenes, Cenat spent much of late 2025 in Italy, immersing himself in fashion design and manufacturing.
Footage in the announcement video shows him visiting workshops and factories, meeting with designers, and taking part in the development process.
Cenat also features a candid conversation with his mother, where he shares candid thoughts about self-doubt, growth, and the pressures of online fame.
His honesty helped break down the misconception that his pivot was solely motivated by fame or wealth.
“This is not me sticking my name on a brand and money-grabbing,” he emphasizes in the video.
Although a full product rollout for Vivet has not been publicly dated, the initial designs shown in the video include high-end denim, prototypes of wide-leg and skinny silhouettes, and concept pieces that reflect a blend of contemporary and classic influences.
Fans can already join a waitlist through the brand’s website ahead of the official launch.
Despite earlier speculation on social media that he might be quitting streaming entirely, Cenat clarified that “quitting” in the video referred more to quitting the mindset that boxed him into one identity.
His Twitch hiatus, which followed the record-breaking Mafiathon 3 stream in 2025, has given him space to explore new creative avenues while maintaining his connection to content creation.