As the co-host of the Creators in Fashion show that took place on April 25, Matthew Patrick (a.k.a. MatPat) was in the perfect position to reveal a new apparel venture from the company he founded. On the day of the show, Theorist announced Lumen, a line that includes items inspired by fictional worlds.
A press release describes Lumen as an extension of Theorywear, a preexisting apparel brand under the umbrella of MatPat-founded Theorist. Fans who enjoy pop culture theories will get a chance to check out Lumen collections inspired by IP like Dune, Godzilla vs. Kong, and Five Nights at Freddy’s.
Lumen’s output will be broken down by season. The items debuted at the Creators in Fashion show are part of the brand’s summer collection. That line includes 16 pieces in total.
Creators in Fashion provide a platform where YouTube stars like ZHC, Cassey Ho, and Yes Theory could share their personal styles in a runway setting. The two-hour stream was led by MatPat and Amy Roberts, the creative director of the Style Theory channel.
“Lumen is designed by and for the people who love online fandoms,” Roberts said in a statement. “It’s the wearable embodiment of what Theorist represents, a community of fans and creators who love to explore the science, mysteries, and myths of the topics they love the most, from fashion and games to the brands and creators.”
Theorist personalities like Roberts have seen their roles at the company expand ever since MatPat announced that he would step down from his role as an on-screen host. That decision followed a series of moves that distanced MatPat from the company he founded. Last December, he and his wife Stephanie sold Theorist to startup Lunar X, which played a pivotal role in the launch of Lumen.
Creators in Fashion may have been MatPat’s swan song as an on-screen Theorist personality, but he is still quite active in digital communities. He is known for providing insights as an online video consultant, and he will appear as a Featured Creator at the next VidCon event.
Lumen’s full collection can be found on its website. The brand will debut some creator collabs later in the year, so dedicated Theorist fans will want to keep tabs on it.
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