VTee Brand Launches With Hololive Collaboration Set for July 31
The collaboration marks VTee's entry into the VTuber merchandise space, but the brand's stated goal of preserving internet culture for the future suggests a longer-term strategy of co-creations beyond simple IP apparel.
Key Facts
- VTee launched on Wednesday, July 29, 2026, and was established by BNN WORKS Inc. with Masataka Usui as president.
- The 1st Collection "LEAN INTO THE REAL" goes on sale at the VTee Media Store around 11:00 a.m. on Friday, July 31, 2026.
- The collection includes the 110,000 yen VTee VARSITY JACKET, T-shirts from 9,900 yen, hoodies up to 30,800 yen, and pants from 27,500 to 28,600 yen.
- VTee announced a collaboration with the VTuber group Hololive, operated by Cover Corporation, as its first collaboration project.
- Details of the Hololive collaboration, including participating talents and product lineup, will be announced on Friday, July 31, 2026.
Reporting from 2 sources: KAI-YOU, PANORA.
The internet culture apparel brand VTee launched on Wednesday, July 29, and announced a collaboration with the VTuber group Hololive as its first joint project. The brand, established by BNN WORKS Inc. with Masataka Usui as president, aims to translate sensibilities from modern media into everyday clothing. Its motto is "Culture: from something to see to something to wear." The first collection, titled "LEAN INTO THE REAL," will go on sale at the VTee Media Store starting around 11:00 a.m. on Friday, July 31. The collection includes a 110,000 yen varsity jacket, T-shirts priced from 9,900 yen, hoodies up to 30,800 yen, and pants ranging from 27,500 to 28,600 yen. The brand targets producers, directors, creators, engineers, and designers, aiming to create clothing that feels like an extension of daily life. The Hololive collaboration will reinterpret the worldviews of affiliated talents from VTee's perspective, with details including participating talents and product lineup to be announced on July 31.
- The 1st Collection includes a second T-shirt, the "Burn through savings" TEE at 9,900 yen, alongside the "LEAN INTO THE REAL" TEE.
- A "LEAN INTO THE REAL" PULLOVER HOODIE is priced at 26,400 yen, below the 30,800 yen ZIPUP HOODIE.
- The varsity jacket, at 110,000 yen, is the only outerwear item named in the collection.
- Several pieces carry distressed and washed finishes, giving them a worn-in look despite being new, per the brand's description.
- BNN WORKS was founded in August 2025, and the brand's stated purpose is "preserving culture born from modern media for the future."
- VTee frames the collection's theme as "not letting the things you love end only online," rather than a call to change oneself.
- The lookbook styling centers on streetwear, including vintage-style graphic T-shirts, faded hoodies, and camouflage outerwear.
- Hololive is described as a VTuber group under Hololive Production, centered on YouTube live streaming, with talents expanding into the real realm.
- VTee runs official accounts on X, Instagram, and YouTube, plus the VTee Media Store at vtee.jp.
Synthesized by Yomimono from the 2 cited sources below, including Japanese-language reporting where cited, then editorially reviewed before publishing.