Women’s lifestyle publisher PopSugar — which was acquired by Group Nine Media in October — is joining forces with mass retailer Old Navy to launch a limited edition, tween-leaning clothing collection dubbed PSxON.
Comprising gender-inclusive essentials for shoppers aged 10 to 13, and designed with tween advisors, the companies said that the line is intended to help wearers “feel confident, channel kindness, and make a statement for whatever back-to-school looks like this year.” Advisors on the line — who captured marketing materials of themselves while sheltering in place — included young designer Keris Rogers, YouTuber and gymnast Alize Lee, and the musician/athlete Jensen Gereng.
The 25-piece collection, which ranges in price from $10 to $40, includes athleisure staples and denim essentials in vibrant colors. Graphic tees include optimistic phrases like ‘Make The World A Better Place’. The collection is available online now, and will arrive in Old Navy stores throughout the U.S. and Canada beginning next month.
The collection will also feature a charitable tie-in with a competition component, whereby Old Navy will donate $5 to the Boys & Girls Clubs Of America for every social post containing the hashtag #GoodVibesSweepstakes — up to $25,000. One winner will also win $2,000. In-store, customers who donate $5 to the Boys & Girls Clubs will receive $5 off their purchase of $35 or more through Aug. 6.
“Today’s tweens are entering a rapidly evolving world and they’re taking matters into their own hands to affect change,” Lisa Sugar, the founder and president of PopSugar, said in a statement. “We couldn’t be more excited to partner with Old Navy to create a collection inspired for tweens that has an assortment of inclusive styles that will help them feel comfort during a year of change.”
This isn’t PopSugar’s first foray into consumer products. The publisher launched a line of beauty products at Ulta in 2018, and before that introduced PopSugar Must Have — a quarterly subscription box service that offers accessories, home decor items, and (third party) luxury beauty products.