MUMBAI: Get ready to summon some serious style, Yu-Gi-Oh! is no longer just for the duel arena. It’s coming for your closet. Konami Cross Media NY, Inc. has inked fresh global licensing deals that bring the iconic anime franchise to life through streetwear, activewear and knitwear. With new collaborations spanning Vanquish Fitness, Creating Fun, and Steady Hands, Yu-Gi-Oh! is entering the lifestyle fashion chat, one duel disc at a time.
“Each of our new partners is looking to expand their Anime presence in the marketplace and Yu-Gi-Oh! is their top choice,” said Konami Cross Media VP of licensing and marketing Jennifer Coleman. “These agreements will bring new lines of athletic wear, high-end jackets and bespoke knitwear, a new apparel offering for the Yu-Gi-Oh! merchandising business.”
Vanquish Fitness, the London-based athleisure brand started in 2015 by school friends Oliver Maloney and Ruben O’Brien, will launch a line of Yu-Gi-Oh! themed fitness wear including joggers, hoodies, and track suits. The partnership gives fans an excuse to flex both muscles and nostalgia, all under the banner of the brand’s community-driven platform #VQFIT.
Boutique online label Creating Fun brings premium streetwear into the duel. Known for its “if you know, you know” drops and a knack for merging bespoke tailoring with modern style, the US-based brand is crafting exclusive pieces for the fandom with a heavy dose of anime affection stitched into every seam.
Meanwhile, Steady Hands, a Gen Z favourite known for its viral knitwear drops, will stitch together Yu-Gi-Oh!’s first official knitwear line. The collection includes bespoke sweaters, tees, button-ups and even a themed blanket upping the snuggle stakes for fans. This follows their previously successful accessories capsule inspired by the Yu-Gi-Oh! Trading Card Game.
The deals were born out of connections made at the Licensing Expo in Las Vegas, where Konami Cross Media first met with Steady Hands, leading to a deeper collaboration.
For fans, it’s a win-win: nostalgic references, bold design, and wearable art that lets you rep your duel spirit without the cosplay. Whether you’re bench pressing or binge-watching, the new Yu-Gi-Oh! collections are set to be both fashion-forward and fandom-first.
Now that’s a turn worth drawing.
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