Yu-Gi-Oh! is debuting a new line of lifestyle and fashion merch! | Source: Konami Cross Media

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.

Yu-Gi-Oh! is partnering with new licensees, including branded skateboard and underwear collections! | Source: Konami Media/the Pop Insider

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.

Related: NYCC: Collect Exclusive Anime Merch at the Good Smile Company Booth

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!).

About the author

Hannah Sacks

Hannah Sacks

Hannah Sacks was an editorial assistant at The Toy Insider, The Pop Insider, and The Toy Book. An avid reader, her first love is late Victorian literature paired with a huge plate of dumplings. When she’s not reading, she loves to attend concerts, cook elaborate dinners, and snuggle up with her two cats, Oscar and Percy.