Old Navy launches tween brand with PopSugar

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Old Navy launches tween brand with PopSugar

By Dan Berthiaume - 07/27/2020

Old Navy is teaming up with a leading young women’s lifestyle site to create a new product line aimed at 10-to-13-year-olds.

The limited-edition collection, PS x ON, includes comfortable, gender-inclusive essentials for tweens ages 10-13. Old Navy and PopSugar designed the assortment in collaboration with a set of tween advisors including designer Kheris Rogers, gymnast Alize Lee, and musician/athlete Jensen Gereng. The advisor trio captured all photo and video content for the collection launch themselves while sheltering-in-place.

“As a family brand, we’re constantly challenging ourselves to innovate the business to best serve all ages, sizes and personalities,” said Andres Dorronsoro, senior VP and GM of merchandising at Old Navy. “We saw an opportunity in the tween market and were immediately inspired by this next generation that is inclusive, culturally-conscious and not afraid to stand up for what they believe in. We were thrilled to create the PS x ON collection alongside members from this age group, with positive graphics, bright colors and interchangeable styling pieces, as they continue to adapt to this ‘new normal’ and gear up for the new school year.”

“Today’s tweens are entering a rapidly evolving world and they’re taking matters into their own hands to effect change. PopSugar empowers younger generations through a lens of positivity and optimism,” said Lisa Sugar, founder and president of PopSugar. “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.”

The 25-piece PS x ON collection includes basic denim fashion essentials, hoodie and jogger fleece hook-ups, and graphic tees with optimistic phrases such as “Radiate Good Vibes,” “We’re Gonna Be Alright,” “I am the Future,” and “Make the World a Better Place. Tweens can shop the gender-inclusive collection, priced between US $9.99 - $39.99 now on a dedicated section of the Old Navy e-commerce site and in Old Navy stores in the U.S. and Canada beginning in August 2020.

A division of San Francisco-based Gap Inc. Old Navy operates more than 1,200 stores around the world. PopSugar reaches one in two millennial women in the U.S. In November 2019, PopSugar joined Group Nine Media, a leading video publisher on mobile in the U.S.