Yu-Gi-Oh! is reinventing itself!
That’s right, the popular trading card game is expanding its merchandise repertoire to include branded lifestyle and fashion merch, aiming to target nostalgic Gen-Z fans who grew up playing the game.
Drawing on Yu-Gi-Oh!’s anime/magna roots, Hypland will release a capsule collection of Yu-Gi-Oh! apparel and home decor this fall. The streetwear brand will kick things off with pop-up shop events in New York City from Oct. 9-10 and Los Angeles from Oct. 15-17.
For skateboarders, Madrid Skateboards will offer a line of Yu-Gi-Oh! skateboards in time for the holiday season. The deck of the board pictures Yugi Muto with two hands full of trading cards, as well as the classic Yu-Gi-Oh! logo.
PSD Underwear is also coming out with a line of Yu-Gi-Oh! inspired undergarments, including underwear, boy shorts, and sports bras. Available in the spring, these colorful pieces will showcase fan-favorite characters. And lastly, for car enthusiasts, Yu-Gi-Oh! is partnering with Tuned in Tokyo, a clothing brand that specializes in products for Japanese Domestic Market (JDM) fans. Instead of their usual Honda and Toyota hoodies, the brand will pivot toward adapting the world of Yu-Gi-Oh! for JDM fans in a collection set to release this winter.
There’s no doubt that Gen-Z is cooler than all of us — and now, they’ll be rocking their Yu-Gi-Oh! merch all the way to the skatepark. As long as it’s classy, bougie, and sassy (yeah!).