CLEVELAND, Ohio -- The best thing about underwear, (almost) everyone wears them.
And whether you have a stellar physique, like Cavaliers' point guard Kyrie Irving, or you're an athlete-wanna-be-couch-potato, or land somewhere in between, guys, especially hard-core Cavs fans, may want to scramble to get a pair from Irving's new premium underwear collection for PSD Underwear, hitting the stores in August.
"I'm in the underwear biz ... trust me with your junk," according to the PSD Underwear site, is what Irving has to say about his venture into the world of fashion.
Irving has taken the plunge into the super competitive fashion industry as the new face of PSD Underwear. He's introducing a line of creative, custom designed boxer briefs and will also take on the role of trend spotter for the company.
His first signature collection for the premium underwear brand, a series of six custom boxer briefs, will hit specialty boutiques and major retailers such as Champs, FootAction and Eastbay, in August. Prices are yet to be revealed but most pairs of PSD boxers retail for about $25.
Irving will put his trend-spotting talents to task every season with a new collection of PSD products.
He's also taking an equity stake in the privately-held, Los Angeles-based design company, which was founded by brothers Curt and Ryan Flaitz in 2008.
According to PSD, the men's premium underwear category is one of the fastest growing segments of the men's underwear industry. PSD's principle message is "Wear Your Life." Their products feature premium comfort and athletic performance, allowing wearers to reflect their unique sense of style while moving seamlessly from the office to the gym.
"When (PSD's president) 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 in a company press release.
"Kyrie has an amazing eye for fashion and his style is always on display at press conferences and events," said PSD President Curt Flaitz in the same press release. "Having a genuine, well-liked, stylish guy like Kyrie as an equity partner is tremendous for PSD."