~ PSD ~

Luxe Modal,
Product Drop

Introduce a premium product expansion featuring a new super-soft fabric and a new 5" inseam option alongside the standard 7" inseam. The upgraded fabric uses a 91% modal blend, elevating the current 47% modal/cotton offering. This launch is designed to retain existing customers as their preferences evolve, re-engage PSD loyalists with meaningful innovation, and attract new consumers through a more refined fit, premium feel, and elevated price point.

OBJECTIVE

SP26 will launch Luxe Modal with clear, benefit-driven messaging that differentiates it from the core men’s line, supported by elevated photo and video content across a dedicated PSD.com destination, retention marketing, social, and PR. The campaign will target current male customers seeking a more premium option and female gift shoppers during key moments like Father’s Day and the holidays. Execution includes a focused product campaign, PR outreach for premium placement and reviews, and seeding to athletes and brand supporters with enhanced gifting.