LOS ANGELES, July 15, 2015 /PRNewswire/ -- Kyrie Irving, one of the NBA's brightest young stars, is taking the plunge into the fashion industry as the face of premium underwear brand PSD.
Irving will debut his initial signature collection for PSD in August. Irving also is taking an equity stake in the privately held, Los Angeles-based underwear designer, which was founded by brothers Curt and Ryan Flaitz in 2008.
Irving will be a designer at PSD and also will serve the company as a trend spotter. He will design a new collection of PSD products each season.
"When Curt approached me about getting more involved with PSD, it was an easy decision since I already wear the brand and love the style and comfort," Irving said.
"Kyrie has an amazing eye for fashion and his style is always on display at press conferences and events," said PSD President Curt Flaitz. "Having a genuine, well-liked, stylish guy like Kyrie as an equity partner is tremendous for PSD."
Irving's collection for PSD, a series of six custom boxer briefs, will arrive in specialty boutiques and major retailers such as Champs, Foot Action, East Bay and Shoe Palace this summer – in time for the back-to-school shopping season.
PSD was an early entrant in the premium men's underwear niche, the fastest- growing segment of the $2 billion-a-year men's underwear industry in the U.S. Guided by the principle "Wear Your Life," PSD creates products that feature premium comfort and athletic performance, allowing wearers to reflect their unique sense of style while moving seamlessly from the office to the gym.
Known for its dynamic, on-trend prints and signature woven waistband, PSD has become a favorite lifestyle accessory brand of professional athletes and entertainers.
In addition to Irving, PSD has recruited several other NBA and NFL players as investors and supporters of the brand. Irving leads an influential group of professional athletes that have been spotted on social networks wearing PSD's high-end printed briefs, including Marshawn Lynch, Stevie Johnson, Chandler Parsons, Mike Miller and LeBron James.
A point guard from Duke University, Irving was the No. 1 pick in the 2011 NBA draft. He has rapidly become one of the league's rising stars, being named the 2012 NBA Rookie of the Year and MVP of the 2014 NBA All-Star Game. In March of this year, Irving set a Cavaliers team record by scoring a career-high 57 points against the then-defending World Champion San Antonio Spurs.
SOURCE PSD Underwear