If you’re a fan of the Let’s Play genre, you probably know who Mark Fishbach (Mark Fishbach) and Jackseptitsky (Sean McLaughlin) are. This couple is one of the biggest talents of the platform with 50 million subscribers. They have built up media empires ranging from games to additional blog channels and collaborative projects. But the fans may not know who Brian Mann is. The CEO is the CEO of Cloak Brands, a clothing line that Mark and Sean founded many years ago.
Mann recently had the opportunity to talk about the recent cooperation of the clowns with Moiang in connection with the Minecraft dungeons. The CEO explained how the brand’s vision has evolved over the years and where it will evolve in the future.
During our conversation, Mann said that Mark and Sean started making the cape after they realized that there was no brand for players on the market. There was no brand for gamers, for people who liked games. Therefore, it was established as a kind of natural leisure brand for players, and it has been very successful behind the goals.
However, the situation changed after Cloak was given the opportunity to become a partner in the Trevor project, an organisation that supports the LGBT community in the field of education and crisis prevention. Cloak joined forces to create a colour line that sold immediately, and Mann said he was hired almost a year ago to develop the brand into something more versatile than games.
I think it was a very big window to what we think the brand could develop. I was hired about nine months ago to use this window and expand it into a brand for people who don’t have a brand, which is very important to me. Somehow we have come to believe that we are not a secret society of villains hiding in plain sight under a cloak. We are bound by common passions and shared values and we welcome everyone.
One way to do that was to work with Mojang on a cooperative line to celebrate the release of Minecraft Dungeons. The game, which has been working with Microsoft for some time, wanted to make itself accessible to anyone interested in how to sneak into the dungeons. In the same way, Cloak wanted to challenge its designers to come up with neutral and narrative clothing.
We work closely together, inspired by Mark and Jack, inspired by the community. And we came up with the idea that Minecraft is based on these icons that… They are highly endemic to the classic iconography of the eternal game, such as a torch, a roasted leg and a sword.
It’s a reflection on what these things look like artifacts, and on what we do, the things we like, and the things we like, in fact… they deserve to be celebrated and remembered as much as the elements of popular culture that matter. So, from a design point of view, we looked at how to get the most important elements of Minecraft through a lens, what it looks like when it’s pulled through an artificial lens.
Inspired by classical art and the matrix, the cape artists have found something special for the Minecraft Dungeons collection. From lined raincoats to graphic patterned shirts to beans, this line is different from anything you’ve ever done for the giant Mujan. And although Mr. Mann is not sure what intellectual property the brand will work with next time, we can say that we are confident that the next Cloak initiative will be worthwhile when it is launched.
To find out more about the catalogue and the mission of the Cloak brand, click here. And if you want to know more about Minecraft Dungeons, let me know in the comments or go on Twitter @MeganPetersCB.
Disclosure: owned by CBS Interactive, a division of ViacomCBS.