Kai Cenat's VIVET brand is facing backlash over its pricing since launching just the other day on September 12th. The most expensive piece, the Raglan Zip Up Jacket, retails at $1,195. That single price point has become the center of most of the criticism online.
The 20-piece collection ranges anywhere from a $20 journal up to that leather jacket. Several other items, including a Streaming Backpack, Cargo Jacket, and Slim Fit Leather Pants, all sit above $500. That price spread has fueled comparisons to established luxury labels rather than a first-time streetwear brand.
Streamer Tectone posted one of the most viral reactions, saying anyone willing to buy the collection was "100% deep on the spectrum." His post picked up traction quickly, with plenty of other users echoing similar frustration. Some pointed out that certain pieces looked closer to basic streetwear than anything justifying a four-figure price tag.
Other social media users compared VIVET's pricing structure directly to Yeezy. One comment read, "This is just ripped off Yeezy designs." Another also joked that Yeezy now looks affordable by comparison.
Overall despite the criticism, multiple pieces reportedly sold out shortly after launch. That being said, the VIVET Raglan Zip Up Jacket is still available.
Kai Cenat's Vivet Leather Jacket
Cenat addressed the pricing directly, saying VIVET was built to match his own creative vision without compromise. That explanation hasn't fully quieted the criticism, with some fans drawing comparisons to Apple's newest iPhone pricing instead. One user wrote that a $950 backpack wasn't realistic for the kids who watch his content.
This isn't the first time Cenat has framed criticism as part of the process. In March, he revealed a physical "hate wall" in Italy, filled with printed screenshots of people mocking his move into fashion. He described using that wall as motivation rather than letting the negativity stop him.
That same idea seems to be carrying into VIVET's launch now. Cenat has leaned into a long-term approach with the brand from the start, treating early criticism as expected friction rather than a dealbreaker. Whether pricing comes down as the brand grows remains to be seen.
