For a long time, gamers sold merch and called it a day. A hoodie with a logo, maybe a mousepad if things were going well. But over the last decade, something shifted. Some streamers and esports figures realized their audiences weren’t just fans — they were potential customers for real products.
That realization led to clothing labels, beverage companies, coffee brands, and even skincare experiments. Not every launch worked. But a few of them turned gaming fame into serious business.
Matthew “Nadeshot” Haag — 100 Thieves
When Nadeshot founded 100 Thieves in 2017, the idea wasn’t just to run an esports team. The company quickly moved into streetwear, releasing limited drops of hoodies, jackets, hats and accessories.
Those apparel drops — often selling out in minutes — turned 100 Thieves into something closer to a gaming lifestyle label than a typical esports organization.
Seán “Jacksepticeye” McLoughlin — Top of the Mornin’ Coffee
Coffee and YouTube gaming might sound unrelated until you remember how many gamers start their day with caffeine. In 2020, Jacksepticeye launched Top of the Mornin’ Coffee, selling whole-bean coffee, ground coffee, tea and hot chocolate online.
The brand leans into bright packaging and Irish humor, but the core of the business is specialty coffee sourced from different regions.
Markiplier & Jacksepticeye — Cloak
Back in October 2018, Markiplier and Jacksepticeye introduced Cloak, a clothing brand aimed directly at gaming audiences.
Instead of obvious gamer slogans, the catalog focuses on streetwear-style hoodies, joggers, jackets and backpacks that reference gaming culture a bit more subtly.
Felix “PewDiePie” Kjellberg — Tsuki Market
In 2020, PewDiePie and his partner Marzia Kjellberg launched Tsuki Market, a clothing brand influenced heavily by Japanese minimalism.
The brand sells hoodies, knitwear, jackets, hats and accessories, with a softer aesthetic than most creator merch lines.
Ludwig Ahgren — Mogul Moves
Ludwig didn’t start with a full company announcement. He simply began releasing apparel tied to his community in 2020 under the name Mogul Moves.
The brand focuses on hoodies, T-shirts and hats, often sold in limited drops that sell out quickly during streams.
Trending on realmoneygamer.com
Guy “Dr Disrespect” Beahm — Black Steel Bourbon
A whiskey brand might be the last thing you’d expect from a streaming personality wearing a mullet wig and sunglasses.
Still, Black Steel Bourbon launched in 2021, selling American bourbon whiskey with branding built around the Dr Disrespect persona.
Rachell “Valkyrae” Hofstetter — RFLCT
RFLCT launched on October 19, 2021, advertising itself as skincare designed for people exposed to blue light from screens.
The product lineup included moisturizers, serums and eye cream. After criticism about the science behind the marketing claims, the brand shut down later that same month.
Olajide “KSI” Olatunji — Prime Hydration
If you’ve walked into a supermarket recently, you’ve probably seen Prime.
KSI and Logan Paul launched Prime Hydration in January 2022, a sports drink containing electrolytes, coconut water and vitamins. The brand later expanded with Prime Energy in 2023.
Within a year, it had distribution deals with major retailers across multiple countries.
Logan Paul — Prime Hydration
Prime works because both founders bring enormous audiences.
Logan Paul helped drive the brand through collaborations, event promotions and sports partnerships, pushing the hydration drink and energy drink lines into mainstream retail.
FaZe Clan — FaZe Apparel
FaZe started selling apparel years before creator fashion became common.
Around 2016, the esports organization began releasing hoodies, T-shirts, caps and streetwear collections, turning what was once team merchandise into a recognizable lifestyle label inside gaming culture.
Brian “FaZe Rug” Awadis — 1UP Candy
In 2022, FaZe Rug co-founded 1UP Candy, a snack brand built around gaming aesthetics.
The product line includes gummy candy and flavored sweets, sold in brightly colored packaging referencing classic video-game imagery.
Tyler “Ninja” Blevins — Nutcase Milk
Ninja entered the beverage market in 2024 with Nutcase, a cashew-based flavored milk drink.
The idea was to create a ready-to-drink product aimed at younger audiences who grew up watching gaming creators online.
Jeremy “Disguised Toast” Wang — Apparel Line
In October 2022, Disguised Toast launched his own designer-leaning clothing line.
The brand sells minimalist hoodies and casual apparel, intentionally avoiding the oversized logos typical of streamer merch.
Jschlatt — GamerSupps (ownership stake)
Energy drink powders have quietly become a major product category in gaming.
Streamer Jschlatt became co-owner of GamerSupps around 2022, a company that sells caffeinated drink mixes marketed toward gamers. The brand itself was founded in 2015, but creator partnerships helped it grow significantly.
Razer — Respawn Drink Mix
Hardware company Razer — closely tied to competitive gaming culture — launched Respawn in 2020, a product line of drink mixes and snack bars designed for gamers.
The drinks come in powdered form and are marketed as alternatives to traditional energy drinks.
The Bigger Picture
None of these brands exist for the exact same reason.
Some were serious attempts at building lifestyle companies. Others were closer to community merch taken a step further. A few lasted years; one lasted barely a week.
But taken together, they show how the gaming industry changed. A streamer used to build an audience. Now, increasingly, that audience becomes the starting point for a brand.
