CLOAK and swagger: Apparel brand teams with Microsoft for ‘Minecraft Dungeons’ fashion line

A “Minecraft Dungeons” cloak available from the apparel company CLOAK. (CLOAK Photo)

Gamers caught up in the release of the new “Minecraft Dungeons” video game on Tuesday probably haven’t given much thought to what they’re wearing. Microsoft and Mojang Studios have partnered with apparel brand CLOAK to take care of that.

Founded by YouTube personalities Mark Fischbach and Sean McLoughlin, along with Daylight Holdings President Ben Curtis, the limited-edition line was inspired by a love for the Minecraft universe.

Along with graphic T-shirts, hoodies, hats, sweatpants and crop tops, the collection also includes a signature cloak, called out in a news release as “the most comfortable piece of clothing imaginable, yet mysteriously alluring.” (The Xbox Onesie could not be reached for comment on that claim.)

“We want to bring the same type of experiences and emotions from exploring these worlds to the clothing line, to make it as genuine and authentic as possible for all of the fans and gamers out there, while allowing them to see it with new eyes,” Fischbach and McLoughlin said. “To be able to design clothes from the game and bring them into the real world is a dream come true.”

(CLOAK Photo)

Fischbach, McLoughlin and CLOAK have an extensive reach, with 87 million engaged fans, 50 million YouTube subscribers, 400 million views a month and 24.5 billion total views. The clothing brand was launched in 2018.

Microsoft called the collaboration a wonderful opportunity and great fit.

“’Minecraft Dungeons’ is a fresh and exciting new part of the adventurous worlds Mojang  Studios has built. CLOAK designs bold and creative collections, and we strongly identify with their efforts to support inclusivity and create a positive social impact within the communities they touch.” said Kayleen Walters, Minecraft’s general manager of partnerships and licensing.

Ten percent of all proceeds from apparel sales will go to the United Nations Foundation’s COVID-19 Solidarity Response Fund for the World Health Organization.

Check out the launch trailer for “Minecraft Dungeons”:

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