Kai Cenat dropped a bombshell with a YouTube video simply titled “I Quit.” The 23-minute upload quickly went viral, sparking widespread speculation about retirement from streaming. However, the announcement isn’t a full exit from content creation; it’s a deliberate pivot away from daily high-intensity streaming toward personal growth, new creative ventures, and specifically the launch of his own clothing brand, Vivet.
In the video, Kai opens up about the toll of relentless streaming. He admits to “losing touch of reality,” neglecting time with friends and family, and feeling boxed in by being known primarily as “the streamer.” The title’s hook, “I Quit,” refers not to quitting entirely, but to quitting limiting mindsets.
Cenat isn’t disappearing, he’s redefining his schedule. Expect occasional appearances, collaborations, and perhaps shorter or event-based streams rather than daily grinds. Vivet positions him in the growing wave of streamers entering fashion. If successful, it could mark him as more than a Twitch star: a multi-hyphenate entrepreneur and creator. For now, the “I Quit” era feels less like an ending and more like a bold reset. In Cenat’s own framing, it’s about quitting fear, not the game. Whether Vivet becomes a cultural hit or joins the long list of creator brands remains to be seen, but the move already proves one thing: even at the top, the most daring play can be stepping sideways instead of staying put.
Check out the video below.
