The YouTube star’s comfortable aesthetic has inspired Mad Engine for a new range of lifestyle apparel.
NORTH AMERICA—YouTuber LaurDIY, also known as Lauren Riihimaki, has teamed up with Mad Engine to launch a new collection of branded apparel and accessory products, in a deal brokered by LaurDIY’s licensing agency The Brand Liaison.
Mad Engine will now develop a collection of loungewear, leggings, joggers, t-shirts, hoodies and other apparel and accessory items that reflect the comfy, cozy lifestyle that YouTuber is known for.
“We have already successfully launched sleepwear and other apparel products and my fans and followers keep asking for more ‘merch,’” says Riihimaki. “Mad Engine is a leader in their space and they have very strong design and production capabilities. Their creative team has been incredible at interpreting my brand, designs and aesthetic. I am so thrilled to be working with such a great company.”
The first LaurDIY collection from Mad Engine will launch this fall exclusively at Ardene Stores in Canada. Afterward, it will be available at select retailers in the U.S.