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Disney Launches .YNSD Streetwear
Courtesy of Disney // Illustration by Kate Walker
Disney announced that it’s launching a new streetwear-inspired clothing label called “.YNSD.”
Why It Hits: Merch collections have entered their premium era, and corporatewear is now one of the coolest looks on the streets. Mix in a little quiet luxury, and Disney’s new label seems primed to fly off the shelves.
Behind The Line: Disney is getting fashion-forward.
.YNSD was designed by Disney’s famous Imagineers — its in-house design and engineering team responsible for creating the attractions at its theme parks.
The collection “blends contemporary streetwear and layered storytelling” — so don’t expect big Mickey Mouse logos or glittery castles.
Last Looks: The first two .YNSD collections will be released at D23 next month — The Debut Collection (made up of “contemporary silhouettes”) and The Haunted Mansion Parlor (Victorian-inspired designs made with “photochromic inks to hide graphics until you step outside in the sunlight”).
Across its collections, Disney is underscoring that storytelling will be a major part of the brand. That extends to the name itself. Per Complex: “.YNSD is a play on ‘YENSID,’ which is ‘Disney’ spelled backwards, and also the name of the sorcerer featured in Fantasia’s ‘The Sorcerer’s Apprentice.’”
In other words, prepare for these pieces to be dripping with Hidden Mickeys.
Prediction: Expect limited-edition .YNSD drops to take streetwear hype (and demand) to a new kind of mainstream — one that many other major consumer and entertainment brands may soon try to mimic.
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Today’s email was written by David Vendrell.
Edited by Nick Comney. Polled and Copy-edited by Kait Cunniff.
Published by Darline Salazar.