Twenty-four-year-old Marques Brownlee has ascended to untold heights on YouTube as one of the platform’s foremost tech reviewers. But Brownlee’s latest review video covers a particularly personal product launch: his very first merch line.

While Brownlee has vended certain limited edition items in the past, he says the MKBHD shop (MKBHD is Brownlee’s channel name, which stands for ‘Marques K. Brownlee HD’) is now officially open for business. In the announcement-slash-review video (below), Brownlee unpackages four T-shirt designs — each of which is priced at $30 — as well as a snapback hat ($35) bearing his channel logo.

Brownlee partnered with Pittsburgh-based T-shirt marketplace Cotton Bureau on the venture, which will produce and ship the line, as well as provide all ecommerce capabilities. The pieces are available today, and ship internationally. Brownlee says that, in the future, additional items will be added to the core collection based on viewer requests.

Brownlee, who counts a whopping 5.8 million subscribers on his flagship YouTube channel, concluded the merch reveal video by announcing that he’s compiled a new team of video experts to help him amp up the production quality on his channel (which is already set at an unfathomably high bar). The members of the crew, which Brownlee called the channel’s “next milestone,” include visual director Vinh Dang, camera operator/writer Andrew Manganelli, and creative director Brandon Havard.

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