Square Enix has announced a new clothing brand with a truly ridiculous and unwieldy name, one that wouldn’t look out of place when thrown on the end of a new Kingdom Hearts spin-off game.

Square Enix has earned a reputation for some truly weird names over the years, with the short list including the Dissidia games, Symbiogenesis, and Triangle Strategy. While those names are certainly memorable, it’s only because people enjoy mocking them, which extends to the series that use them the most.

The latest addition to the bizarre name Square Enix parade is Lit Baff Apt, a new clothing brand that currently uses designs connected to Final Fantasy 14. This includes a Loporrit, which are the rabbit creatures that ruined Endwalker.

Lit Baff Apt Is An Actual Clothing Brand Name

The official Lit Baff Apt site has the first handful of products on offer, and they’re available to purchase in North America and Europe, rather than being Japan-exclusive items.

Anyone interested in purchasing Lit Baff Apt clothes should visit the Gold Saucer, as a single t-shirt costs $64.99. They’re also only up for pre-order, with a late December 2025 release for North America and late January 2026 for Europe.

Of the four shirts on offer, two of them have extensive DJ deck designs which look kind of cool. The other two are so minimalist and hard to see that they may as well not be there. $64.99 well spent for anyone who is into Final Fantasy 14, that they’d shell out for a little rabbit DJ logo. Then again, Square Enix makes lots of cash from expensive merch, so people are clearly buying it.

Square Enix already sells plenty of clothing items on its official store, so it’s unclear why the silly name is needed. It would be one thing if it were connected to a famous character from one of its games, but Lit Baff Apt could be the subtitle of Kingdom Hearts 4, and no one would bat an eye.

Date Founded

April 1, 2003

Parent Company

Square Enix

Headquarters

Shinjuku City, Tokyo, Japan