XPLR: How a YouTube Brand Became a Global Streetwear Statement

In a world driven by content and creativity, few influencer-led ventures have managed to break out of their niche as successfully as XPLR, the fashion and lifestyle brand founded by YouTube duo Sam and Colby. While many creators attempt to monetize their fame through basic merch, XPLR stands out as a legitimate streetwear brand with unique aesthetics, a deeply loyal following, and a powerful message: explore everything, fear nothing.

What began as an extension of their haunted adventures and urban exploration has grown into a cultural phenomenon that fuses fashion with purpose. This article will explore the full story behind XPLR—its origins, philosophy, products, style, and why it continues to capture the hearts and wardrobes of young people around the world.

The Origin Story: From Exploration to Expression

Sam Golbach and Colby Brock started out on Vine before making the leap to YouTube, where they quickly gained fame through exploration videos—visiting abandoned buildings, haunted sites, and mysterious locations. Their content wasn’t just thrilling; it resonated with a generation fascinated by the unknown and drawn to bold, alternative storytelling.

Fans connected with more than just the content—they connected with the message. The duo preached fearlessness, curiosity, and independence. Viewers weren’t just watching—they were inspired to go explore.

That’s where XPLR comes in. Originally launched as a merch line for fans, it quickly evolved into something much greater: a fully branded fashion line with its own identity, visual themes, and growing community.

What Is XPLR?

XPLR (short for “explore”) is a clothing and accessories brand rooted in adventure, darkness, mystery, and youthful rebellion. Unlike traditional merch with generic logos, XPLR’s pieces often feature bold artwork, symbolic graphics, and phrases that reflect deeper meaning.

Each design feels like it belongs in a scene from one of Sam and Colby’s videos—dark tunnels, abandoned prisons, haunted mansions. The brand brings these visuals to life in wearable form, allowing fans to take part in the experience in their everyday lives.

Design Philosophy: More Than Just Apparel

XPLR's visual style is bold and dark with a twist of playfulness. Here’s what defines the brand’s aesthetic:

• Dark Color Palettes – Blacks, greys, deep reds, and purples dominate the collection, reflecting the eerie and mysterious themes of their adventures.

• Symbolic Graphics – Devils, flames, sigils, and cryptic text are common. These aren’t random—they’re connected to the themes of fear, bravery, and curiosity.

• Oversized Fits – The streetwear style is intentional. Loose-fitting hoodies, relaxed joggers, and oversized tees offer comfort with edge.

• Limited Edition Drops – Most designs are only available for a short time. Once they sell out, they’re gone. This limited nature adds exclusivity to the experience.

Fan-Favorite Products

Some of the most iconic pieces from XPLR include:

• Autographed X Flames Hoodie
  One of the boldest pieces in the collection, this hoodie combines fiery artwork with personal touches like Sam and Colby’s autographs. A collector’s dream.

• Baby Devil V.3 Aqua Hoodie
  Known for its eye-catching aqua color and cartoon devil graphic, this hoodie perfectly captures XPLR’s mix of mischief and style.

• Haunted Collection Tees
  Simple yet powerful, these t-shirts often feature references to specific haunted locations or themes covered in videos, making them feel personal and immersive.

• XPLR Beanies and Accessories
  Perfect for cold nights or ghost hunts, XPLR accessories complete the look and offer additional ways to rep the brand.

Why XPLR Resonates with Gen Z

XPLR doesn’t rely on celebrity status to sell. Its connection with Gen Z is rooted in shared values:

• Authenticity
  Sam and Colby are deeply involved in the brand—not just slapping their name on designs. Their input and vision shape each collection.

• Community
  Fans who wear XPLR aren’t just buying clothes—they’re joining a movement. On Instagram, TikTok, and Twitter, XPLR fits are everywhere, shared among a passionate fanbase.

• Self-Expression
  With its moody visuals and alternative vibe, XPLR gives young people a way to show who they are without saying a word.

• Emotional Connection
  Each drop is tied to a memory, a video, or a feeling. The brand grows alongside the community, turning clothing into stories.

The Business Behind the Brand

XPLR is a great example of a creator-driven brand that scales smartly. Here’s how it works:

• In-House Creativity
  The brand avoids mass-produced, cookie-cutter designs. Every piece is conceptualized with intent, often drawing from specific video themes or fan requests.

• Collaborations & Specials
  Occasionally, XPLR partners with other artists or creators to produce unique designs. These collaborations further boost reach and relevance.

• D2C (Direct to Consumer)
  XPLR is sold exclusively on its own website: xplr.merchline.com. This keeps control in the creators’ hands and offers a more intimate customer experience.

• Drop Model Strategy
  By releasing products in drops instead of keeping stock year-round, XPLR creates urgency and maintains interest. It mirrors the strategy used by major streetwear brands like Supreme and Fear of God.

XPLR as a Lifestyle

Fans don’t just buy XPLR to wear it—they live it. The brand has evolved into a lifestyle identity:

• Night Shoots
  Fans recreate haunted or urban shoots, styled in XPLR gear.

• TikTok Trends
  From scary storytime videos to aesthetic edits, XPLR fits make frequent appearances.

• Fan Art and Customizations
  The XPLR brand has inspired fan art, DIY versions of jackets, and digital content that furthers the lore behind the brand.

How to Style XPLR Merch

Wondering how to wear XPLR and make it stand out? Here are a few go-to looks:

• The Explorer Look:
  Pair an oversized XPLR hoodie with cargo pants and combat boots. Add a headlamp or flashlight prop for an authentic haunted vibe.

• Casual Urban:
  Match a Baby Devil tee with black ripped jeans and a chain necklace. Perfect for daily wear with edge.

• Layered Grunge:
  Use an XPLR hoodie as a base layer under a flannel or leather jacket. Top it with a beanie and high-top sneakers for a dark, confident look.

Where to Shop XPLR

All official merchandise is available only at the XPLR Merch Store. Releases are announced on Sam and Colby’s social media platforms and often sell out within days. It’s smart to sign up for updates or follow their Instagram for drop announcements.

Future of the Brand

With the consistent growth of their YouTube following and the brand’s ability to innovate creatively, XPLR is poised to go beyond just fanwear. Future possibilities include:

• Pop-Up Shops or Haunted Experiences
  XPLR could expand into events where fans shop exclusive merch and participate in live haunted explorations.

• Expanded Product Lines
  Think backpacks, tech gear, or even home goods styled in XPLR’s unique aesthetic.

• Broader Collabs
  Working with other creators, underground designers, or even media franchises could take XPLR to new creative levels.

Final Thoughts

XPLR isn’t just a fashion brand or YouTuber merch—it’s an identity. It speaks to those who are curious, brave, and a little bit rebellious. In an era where fast fashion is disposable and influencer merch is often soulless, XPLR proves that creativity, community, and consistency can build something lasting.

If you’re someone who sees the world a little differently, who finds beauty in the shadows, and who believes in chasing the unknown, then XPLR is for you.