Disney's introducing a new lifestyle brand called Disney .YNSD, and it's making its debut at D23: The Ultimate Disney Fan Event presented by Visa. The brand is built by a collective of Imagineers and focuses on apparel and accessories designed with the same thoughtfulness and detail that go into the parks themselves.
The name .YNSD (pronounced yen-sid) is "Disney" spelled backward without vowels, and it's a nod to Yen Sid, the sorcerer from Fantasia. Rather than slapping a familiar Disney character on a t-shirt, this brand takes a design-first approach. Each piece uses materials, textures, silhouettes, and construction details to tell a story. Some references are obvious; others reveal themselves only if you know where to look.
The First Collection
The debut collection establishes the brand's look with clean, modern silhouettes across tees, crewnecks, outerwear, and accessories. You'll find tonal graphics, embroidered details, custom trims, and utility-inspired accents that work from a creative workspace into your everyday life.
What makes it interesting is the attention to discovery. Custom patches, specialty finishes, and photochromic inks (graphics that show up in sunlight) hide details throughout the collection. References are worked into the construction rather than plastered on the front, so there's something new to spot the more you wear these pieces.
The Haunted Mansion Parlor Collection
The second collection draws inspiration from the Haunted Mansion Parlor aboard the Disney Treasure and Disney Destiny cruise ships. Instead of recreating characters or ride scenes, the designers looked at the details that make the space feel alive: Victorian textiles, layered patterns, ornate flourishes, and hidden motifs.
There's a custom pattern running through the collection that echoes the decorative details from the parlor itself. Look closely and you'll find ghostly imagery hidden within floral arrangements, subtle symbols in the artwork, and references drawn straight from the atmosphere of the attraction. Like the parlor itself, this collection reveals new details the longer you spend with it.
Where to Get It
Both collections debut at D23 2026 in person, so fans attending will get first access to shop them. If you're thinking about going, tickets start at $49 and you can grab yours at D23.com.
