Digital prankster and skateboarder Danny Duncan is taking his merch line wide into the physical world — to 600 Zumiez stores across the country.
The collection, which touts items emblazoned with the phrase ‘Virginity Rocks‘, will arrive at youth retailer Zumiez on June 10. (Duncan, 26, coined the ‘Virginity Rocks’ moniker for his merch in a bid to be tongue-in-cheek while also spreading a positive message). The launch follows a test run that Duncan and Zumiez piloted several weeks ago, which sold out in full. During the test, Duncan’s name was also the top search term on Zumiez’s website.
Duncan, who launched his channel four years ago, has amassed 2.5 million YouTube subscribers and generates more than 20 million monthly views. His most popular videos to date include Falling With 30,000 Pennies (21 million views) and Surprising My Sister With A New Car (8.1 million views). That following has also spawned a stunningly lucrative merch operation.
After starting out vending stickers out of his kitchen, Duncan began collaborating with Killer Merch — which designs, produces, and fulfills products for a host of digital stars as well as traditional celebrities — roughly two years ago. Today, Duncan’s merch offer comprises over 100 SKUs — from hoodies to swim trunks to slides — and Killer Merch says that it sends out between 7,000 and 13,000 packages for Duncan each month. Prices range from $3 for a condom to $60 for a backpack.
Killer Merch handles operations for the likes of beauty entrepreneur Jeffree Star (who is also a co-owner in the company), viral rapper Lil Dicky, Kevin Hart, veteran rocker Eddie Van Halen, Joey Graceffa’s Crystal Wolf brand, and Tiny Meat Gang — a podcast co-hosted by digital comedian Cody Ko and Noel Miller.
While selling online may be the most lucrative route for digital-native stars, Duncan’s deal with Zumiez brings both the prestige and added exposure of a massive brick and mortar retailer — and one that is not unfamiliar to the YouTube space. Hila Klein, one half of the YouTube commentary duo H3h3Productions, vends her Teddy Fresh streetwear label at Zumiez as well.