Who could have ever thought that underwear and canned water could go well together

PSD Underwear and canned water brand Liquid Death have collaborated, creating a capsule collection of men’s, women’s, and youth under garments. Liquid Death’s logo and imagery are included on the products, with the PSD logo around the waistband. For men there are four product types: Liquid Death Gold, Liquid Death Black, Death Drip, and Liquid Death. For women there are three product types with matching underwear and a sport’s bra. And, for youth are three products: Liquid Death Black Youth, Death Drip Youth, and Liquid Death Youth.

PSD Underwear was started by brothers Curt and Ryan Flaitz, from upstate New York. The former focuses on the business side of things, while Ryan is the creative head behind the brand. Noticing a need in the underwear market, both took a risk, quit their jobs, and bought and RV. Driving to music festivals, car shows, and sporting events with their big ride, they promoted PSD (Pants Sagging Down). Their big breakthrough came when, then Buffalo Bills Wide Receiver, Stevie Johnson was spotted wearing PSD during a game. ESPN and Sports Illustrated caught the logo and from there PSD was taken to a new level. PSD is known for its collaborations with breakout athletes from Bronny James, Kiyan Anthony, and Cory Durden. So, collaborating with a healthy drink brand seems fitting.

Liquid Death, founded by Mike Cessaario is all about getting people to drink healthier, and not out of plastic. Their tagline is “murder your thirst.” The brand’s catchy graphics, direct marketing strategies, and strong commitment to reducing plastics has placed it front and center in the beverage market.