Teespring, an online platform for independent merch sellers, has partnered with Champion, a division of Hanesbrands (asi/59528), making the coveted streetwear brand available to Teespring creators. It’s all part of DROP, a forthcoming program from Teespring that will enable influencers to customize clothing from well-known apparel brands.

“At Teespring, we continuously strive to bring our creators the opportunity to flex their creative muscles, communicate their personal brand and take their merch offering one step further – with the highest quality products,” Jared Fowler, Teespring creative director, said in a statement to online video news site Tubefilter.

YouTuber Miles Carter was one of the first to take advantage of Teespring’s DROP program, which features Champion apparel.

To kick off the partnership, Teespring handpicked 10 of its creators to launch exclusive limited-edition collections featuring three Champion products – a classic T-shirt, reverse weave crewneck sweatshirt and reverse weave pullover hoodie. Teespring’s in-house design team worked with each of the chosen creators to design merch collections representing Champion’s core values of “heart, commitment, integrity and inclusiveness,” according to a Teespring blog post. Twitch streamer Pokeaim and YouTuber/music artist Miles Carter were the first to drop collections, both of which were launched and promoted via social media.

Any Teespring user is able to apply for access to sell custom Champion products, though Teespring noted that its team will initially be handpicking creators who align with the Champion brand ethos.

The news from Teespring is the latest instance of social media influencers harnessing the power of branded merchandise, via seamless integration of ecommerce platforms. It’s a trend promo professionals should keep a close eye on. Last month, YouTube partnered with MerchBar, allowing musical artists to create “merch shelves” under their videos. Last year, the video sharing site announced a similar collaboration with Teespring for non-music creators.

Also notable is the cultural cachet of 100-year-old heritage brand Champion. Always a staple in the world of custom apparel, the brand has also seen a resurgence in streetwear style, thanks to the continued revival of retro ’90s looks. Champion’s reverse weave sweatshirts are “instantly recognizable, backed by social media influencers and throwback to ’90s trends,” Kayla Marci, a market analyst at London-based analytics firm Edited told CNBC.