hololive Starts a Clothing Label, holoSynQ, With a FLOW GLOW Collection and an Omotesando Pop-Up From November 6

COVER, the company behind the VTuber agency hololive production, is starting a clothing label. It's called hololive – holoSynQ, and it was announced on October 30 with MN Inter-Fashion, a Japanese textile trading company that worked on the product planning with COVER's own merchandise team and makes the clothes.

The first collection is built around FLOW GLOW, the hololive group COVER's release describes as music artists with street culture in their background. It goes on sale first at a pop-up in Tokyo: KIDDY LAND's pop-up space on the fourth floor of Tokyu Plaza Omotesando Omokado, from Friday, November 6 to Thursday, January 14, 11am to 8pm (3pm on the last day).

COVER

The pieces

The release picks out three pieces for the pop-up, all unisex, in M and L, with prices including tax. A black nylon track jacket at ¥22,000 has a large embroidered graphic across the back in off-white and red, a mesh lining and a drawcord at the hem. A dark green pullover hoodie at ¥13,200, in heavy cotton fleece, carries a graphic inspired by FLOW GLOW in raised puff print on the chest.

The third is the one built for fans: a ¥11,000 "custom" sweatshirt in black or white with a hook-and-loop fastener, so you can stick on patches of the members and the group's logo, sold separately at ¥1,650 each in 12 designs. At the pop-up, spending ¥5,500 or more gets you an M-size shopping bag made for the opening, and ¥11,000 or more an L, one per receipt while they last.

holoSynQ's own site lists more of the collection: a short-sleeve graphic tee for each of FLOW GLOW's five members at ¥5,500, track pants at ¥13,200, a half-zip sweatshirt at ¥11,000, sweatpants at ¥8,800, a logo cap at ¥5,500, a custom long-sleeve tee at ¥7,700, and a shoulder bag and a messenger bag at ¥7,700 and ¥11,000. Neither the site nor the release says which of those the pop-up will carry.

COVER

The read

hololive has sold goods for its talents for years. What's different here is how COVER frames this: as a label with seasons, starting with winter clothes and adding new pieces each season, made by a trading company with a long record in apparel planning and production, and a release that leads with heavyweight fabric, 3D embroidery and puff printing. The fan pieces are still there, from member patches to a tee per member, but the lookbook, shot by Tak Sugita, puts two models in an apartment with a game controller and a record on the floor rather than anything animated.

FLOW GLOW is a sensible first subject. The five-member group came out of hololive's DEV_IS line, and the jacket's back reads "Since 2024". The release calls the pop-up an advance sale but doesn't say where the pieces go after it, and it hasn't named the next collection's theme.