No, Kai Cenat isn’t quitting his streamer gig — but he is launching a new clothing brand

After the conclusion of Kai Cenat‘s Mafiathon 3 last October, the 24-year-old creator took an extended break from his Twitch account. His hiatus dragged on for so long that some of his peers speculated that he had given up streaming entirely. “Gang, how do I tell you, he retired from streaming,” Josh ‘YourRage’ Maynard said recently. “He’s done. He’s a star now, he’s gonna be in movies.”

As rumors swirled around him, Cenat decided to set the record straight, but he didn’t share that update on Twitch. Instead, he published it on YouTube. In a 23-minute vlog titled “I Quit,” Cenat discussed some of his plans for the future, including the upcoming launch of a clothing brand called Vivet.

Cenat operates multiple YouTube channels, including a namesake hub and a Kai Cenat Live channel that occasionally cracks our Global Top 50 chart. The vlog, however, went up on a secret third account filled with musings from “Kai’s mind.”

By naming his new clip “I Quit,” Cenat demonstrated his understanding of the subtle art of clickbait YouTube video titles. No, he’s not literally quitting — the title references his plan to actualize his innermost desires. “I quit thinking in my head of the goals sI want to achieve and not pursuing them,” Cenat said. He later admitted he’s “having a lot of self-doubt…out of fear of stepping back from what I’m primarily known for, which is content creation, and pursuing another goal.”

Fear be damned, Cenat is diving headfirst into Vivet, which takes its name from the Latin verb meaning “to live.” Cenat’s vlog showed the steps he took to develop his fashion line. He spent three months in Italy working with tailors and other industry professionals, and he also consulted with American designers in Atlanta.

Vivet may be Cenat’s gateway into the fashion world, but he still has plenty of other irons in the proverbial fire. His Mafiathons have shown that he has a keen eye for highly polished content, and his Streamer University concept proved that he can follow through on ambitious designs (even if he feels like he falls short in that area).

Longtime fans may be wishing for Cenat to return to Twitch, but his pivot toward self-actualization can be inspirational, too. Social media culture is moving toward a more disciplined approach to life, and Cenat is moving along with it.