“We want to do something that is just really high quality and something that would stand on its own that didn’t really need us but would really benefit from us being there,” McLoughlin told Newsweek. “Coming into the fashion side over the last few years, we wanted to see if we could enter the arena and rival some of the other clothing brands.”

The brand was first launched in 2018 after McLoughLin and Fischbach spent some time discussing the different things they wanted to do. Being the two largest Let’s Play channels on all of Youtube with 50 million subscribers between them, they wanted to see if they could branch out of the traditional influencer merch scene and establish something a bit more unique. Since its launch, Cloak has released multiple drops that have sold out, creating lines where parts of the proceeds go to charities like the Trevor Project.

For this drop with Minecraft creators Mojang Studios, the company managed to cram “six months of work into six weeks,” according to CEO of CLOAK Brian Mann. With hoodies, shirts and an actual cloak, those looking to support the brand have plenty of opportunity. The voxel building simulator has been an integral part of both influencers brands, with McLoughlin playing the game for the first time on his channel last year to wide acclaim.

“As soon as I jumped into it, I was enthralled and everybody online is super obsessed with it,” McLoughlin said. “People liked the series and the fact that I get to work with a partner like this and solidify that I did something right.”

This merch drop is just one of many that CLOAK has taken a part in, dropping limited amounts of merchandise and then taking them off the market. This sort of strategy works for hypebeast brands like Supreme, but some of the influencers’ most vocal fans can get upset when they miss out on purchasing an item they had their eyes on or when they can’t afford the high-tier price tag. In early May, the CLOAK Twitter account released a statement about the role of limited supplied drops during a pandemic.

According to Mann, these limited drops are meant to “address people’s deepest passions and have them come in and have an experience.” The clothes themselves are part of the story, with a wider narrative being intertwined with their own personal experiences and their ties to the Markiplier and Jacksepticeye channels.

“It kind of makes us this agile learning organism where we create this feedback loop with the community, and we’re just getting a better and better understanding of who they are and what they love,” Mann said.

You can purchase the CLOAK Minecraft Dungeons collaboration on the brand’s website.