This is what happens with a pandemic shutdown of everything outside the house: Video games, which is a small market compared to apparel, shoots up in numbers. People start recreating brand ads in Animal Crossing. And the brands follow. “Many so-called hypebeasts who obsess over fashion are also gamers. … ‘The prototypical nerds have evolved to a point where they are very style-conscious. It’s cool to play games now.'” – Los Angeles Times