PewDiePie is rebranding, and Amaze is helping him pick his new direction (Exclusive)

PewDiePie is debuting a new look, and Amaze will help him share his style with his fans. The creator commerce platform is now the exclusive producer and distributor of all official PewDiePie merch.

The partnership between Amaze and the Swedish creator (whose real name is Felix Kjellberg) will result in a number of new items. According to Amaze, PewDiePie fans can expect “limited-edition releases,” “special collaborations,” and “exclusive designs” inspired by the gamer who once reigned as YouTube’s most-subscribed creator.

Those upcoming items may not be what Kjellberg’s community is used to. The PewDiePie identity is undergoing a rebrand that inform the partnership with Amaze. The landing page builder shared some fresh PewDiePie threads in an introductory blog post, and there’s nary a brofist in sight. Instead, Kjellberg is buying into the anime-style aesthetic that has been peddled by creators like SypherPK

Amaze CEO Aaron Day said that his company’s PewDiePie partnership will showcase Kjellberg’s style while also celebrating the “remarkable digital legacy” he has built. “We are incredibly excited to join forces with Amaze,” added Sam Ryley of Reelsix, which reps Kjellberg. “This collaboration represents a new chapter for PewDiePie, and we cannot wait to bring his iconic brand to life through their merchandise offerings.”

Several controversies have eroded some of the support Kjellberg once enjoyed, but even though PewDiePie is no longer the most-subscribed channel on YouTube, it still reaches a fervent following of more than 111 million subscribers. The subdued nature of the channel — especially compared to its heyday — is reflected in the minimalist designs that are coming to Kjellberg’s digital store.

A pact with YouTube’s second-most subscribed individual is a big deal, but Amaze is not stopping there. The 11-year-old company, which bulked up its operation by acquiring merch platform Spring last November, is eager to ink more partnerships. Interested creators can contact Amaze by emailing partnerships@amaze.co.