NickMercs launches a new storefront where fans can buy Nick’s merch

If you thought one of Twitch‘s top streamers would take a break for the holidays, Nicholas Kolcheff is here to tell you he’s Always On. The Apex Legends pro, who is known online as NickMercs, has launched a new digital storefront filled with merch and more.

The new brand is available through the official website of the MFAM, Kolcheff’s official name for his fanbase. Visitors to that site will be greeted by a 3D image of a shop that promises to be open 24/7. A few clicks away, members of the MFAM can browse hats, shirts, FaZe Clan jerseys, and other items that speak to Kolcheff’s status in the gaming world.

The long hours advertised on the virtual storefront reflect the spirit of the Always On brand. Many creators choose to release items via merch drops, which allows them to build hype around their newest designs. While that can be a winning strategy, Kolcheff wants to ensure that his customers can always browse a fresh collection of threads.

“Exclusive drops are fun, but that’s not the point,” Kolcheff told Tubefilter

. “This online store means the community can represent our colors, recognize each other and connect offline. MFAM has always meant family and this store is going to help the community connect in new ways.”

Kolcheff has always been interested in the intersection of gaming, commerce, and design. He was the first gamer to partner with the stylish headphone brand Beats By Dre, and he has also served as a creator ambassador for Under Armour. He has sought out partnerships with fashion brands in order to bring his apparel ideas to life.

With these fashion-forward forays, Kolcheff has driven strong sales figures. His Beats collaboration, for example, resulted in a sellout. So far, Always On seems to be headed for a similar fate: Tubefilter has learned that the new shop recorded 700 orders in its first 10 minutes of activity. If you’d like to stay up-to-date about the store’s status, you can check out the official Instagram page of the MFAM shop.