New York-based Underwear Brand "PSD" Announces New Proposal Based on 5 Mindsets ~Commemorative Campaign to be Held from June 12th~

Underwear: From "Something to Hide" to "An Engine to Elevate Yourself"

Traditionally, the criteria for choosing underwear have often been "size" or "plain colors," with the general perception being that underwear is "something to hide." However, in today's diversifying society, there is a growing need to express one's identity and culture from the closest part of the body.

Features of "PSD" and Achievable Benefits

"PSD" redefines underwear not just as clothing but as "an engine to elevate yourself," with the concept of "WEAR YOUR LIFE." Its main features are as follows:

● World-Class Functionality: Equipped with excellent elasticity and breathability, it is favored by top athletes and artists worldwide, including NBA stars.

● Design Selection Based on 5 Mindsets: You can choose designs according to your mood and intentions for the day from 5 categories tailored to the psychology of modern people.

This allows users to boost their motivation on crucial days or gain mental support from their underwear to maintain a stable core.

Overview of the 5 Mindsets

"PSD" develops products based on the following 5 personas and messages:

Challenger: For days when you want to charge up with courage for a new step and positive energy. Competitor: For moments when you absolutely want to win, or to switch into "active mode."

Successor: To wear unwavering confidence. For days when you want to enhance your status with premium designs. Strategist: To make a calm and calculated move. For times when you want to maintain creative thinking or a stable core. Expressionist: For a unique identity. For days when you want to fully express yourself by merging with diverse cultures such as anime and art.

5 Mindsets & Product List >>

Campaign Overview

To allow more people to experience the "fun of choosing based on mindset," we will hold a limited-time purchase bonus campaign.

Campaign Period:

Friday, June 12, 2026, 10:00 AM ~ Sunday, June 28, 2026

Eligible Stores:

・PSD Official Online Store (https://psdunderwear-jp.com/)

・PSD Official Rakuten Ichiba Store (https://www.rakuten.co.jp/psd-official-store/)

Conditions: Customers who purchase 5,500 yen (tax included) or more per order during the campaign period at eligible stores.

Bonus: The first 100 customers will receive a "PSD Original Carry Pouch (drawstring bag)" conveniently sized for business trips, travel, or gym visits, shipped with their order. (Note: This is on a first-come, first-served basis and will end once the planned number is reached.)

PSD Popular & Featured Products

HOOTERS UNI BLK

¥3,520 (tax included)

MONEY SHOTS

¥3,300 (tax included)

WF GOLDIE

¥3,300 (tax included)

MARNER TROPICS

¥3,520 (tax included)

PSD Official Online Store

PSD Official Rakuten Ichiba Store

About PSD

"WEAR YOUR LIFE (Wear Your Life.)"

Born in New York, "PSD" is a next-generation underwear brand that fuses sports, music, and pop culture, enjoying immense popularity across the United States. Upholding "Wear Your Life.," it redefines underwear not merely as clothing but as a gear for self-expression. Since its founding in 2007, it has gained support, particularly from Gen Z and top athletes, with its innovative designs and high functionality. It delivers the energy of the streets to everyday life, redefining the norms of performance.