April 07--Jimmy Butler will launch his first line of signature boxer briefs this fall through PSD, a premium underwear brand he co-owns with fellow NBA stars Kyrie Irving and Chandler Parsons and the company's founders.
The Bulls guard's boxers will arrive at national retailers such as Foot Action and Shoe Palace during the back-to-school shopping season, though the brand primarily targets adult men.
Butler was hands-on in designing his collection, which includes the retro-1990s feel. One pair uses Chicago scenery and another incorporates the Bulls' colors of red and black.
"Jimmy's fashionable, he has a good eye for fashion," said PSD president Curt Flaitz.
Butler created a mood board or lookbook of sorts, taking pictures and screenshots for inspiration.
"He'd say this is what I'm seeing, this is where I see an on-trend collection for myself. This is what represents what I like," Flaitz said. "Then he'd sit with a couple of our top designers when he would play the Lakers or the Clippers -- our offices are in L.A. -- or we would fly into Chicago and meet him there. So it's been about year in the works getting his collection together."
Butler has been an equity stakeholder in the 8-year-old underwear maker for about a year, partnering with Parsons and Irving, whose signature line came out last year.
