Donut Media lands a retail partnership with Zumiez

Donut Media, the cars-are-for-everyone digital content company driving more than 40 million views a month on YouTube, has snagged its first retail partner: Zumiez.

The skateboarding/lifestyle shop will stock Donut merch in all its United States and Canada brick-and-mortar locations, plus 30 locations of Blue Tomato, a European subsidary Zumiez acquired for $75 million in 2012. It’s also stocking everything in its digital storefront.

“Donut’s mission has always been to give car enthusiasts new ways to express who they are and what they love,” James Pumphrey, Donut’s editor-in-chief, said in a statement. “We strive to make the car community a welcoming place for anyone who’s passionate about our silly hobby no matter who they are. Clothes are basically car parts for your body and apparel has been a big part of what we do since the beginning. We all grew up shopping at Zumiez and are beyond stoked to partner with their team to make our products more readily available to car enthusiasts everywhere.”

“The best way to see if a brand launch is successful is in the eyes of our customers. The team at Donut does not disappoint,” Andy Espenel

, VP at Zumiez, said. “For Donut and Zumiez, we see our customer communities overlapping at the intersection of automotive culture and streetwear fashion. This partnership positions both companies to reach new audiences, create mind-blowing experiences, and tell authentic product stories.”

Zumiez is currently stocking Donut’s previously released T-shirts, hoodies, hats, stickers, lanyards, and air fresheners, and the two plan to co-release future merch drops, including workwear, jackets, and pants. Those items will be out in time for the upcoming holidays, and will be followed by seasonal drops.

Donut currently has more than 8 million subscribers on YouTube, and runs the top automotive podcast in the U.S., Past Gas. It also just picked up its second Streamy Award.