CLOAK, the theme driven lifestyle apparel brand, founded by Mark Fischbach (@Markiplier), Sean McLoughlin (@Jacksepticeye) and Ben Curtis, President of Daylight Holdings, announced this morning that one of today’s top streamers and YouTube personalities, Imane Anys, also known as Pokimane, (@pokimanelol), will be joining the company as Partner and Creative Director. In this new role, Pokimane will leverage her vast experience within the gaming community to help drive the company forward, while furthering her personal passion to bring gamers of all ages, genders, races and backgrounds together.
As Partner and Creative Director, Pokimane will work closely with the Cloak team as they continue to innovate and roll out new products for its extended community of over 90M engaged fans. She will also expand the brand’s reach to new audiences by supporting with creative content across social channels, as well as direction on marketing campaigns. She joins as CLOAK prepares for its 2020 Pride line that will be available later this month.
CLOAK’s co-founders, Mark Fischbach & Sean McLoughlin stated “We are so excited to have one of the biggest female gamers join the Cloak family and expand our brand mission to new audiences. We founded the company to create an all-inclusive, global community and Pokimane will be an integral addition to driving these values of unity forward. They added, “Her experience within the merchandising and streaming worlds are a perfect fit for this role, and we couldn’t be happier to have her on our team. At CLOAK, we embrace different perspectives and we know she will be a valuable voice at our company.”
With 5 million Twitch followers, Pokimane is the sixth most followed streamer on the platform, reaching a cross channel audience of 21 million people. Her passion for creating opportunities for everyone to enjoy gaming through outreach and education to all gamers is a perfect match for CLOAK’s ethos.
“The gaming community is an incredibly engaged audience, one that has been underrepresented by the fashion industry. CLOAK was able to create an apparel line that thought about gamers first, with designs that are specific to their needs, and created fun storytelling around each collection,” said Pokimane. “I’m looking forward to working with the team and creating innovative apparel, products and content that everyone can relate to no matter who they are. Inclusivity in gaming is something that is very important to me, and I can’t wait to begin bringing my ideas to life!”
“From the very first moment we met with Poki to explore her joining the CLOAK family, sparks flew when we realized how much of our vision and values we shared. Her addition is reflective of our deep commitment to create a vibrant platform where everyone is bound together by shared passions and ideas, where we welcome all. This is a seminal moment for our company and community.”