Imagineers Launch .YNSD: A Stealthy New Lifestyle Brand with Hidden Disney Magic

Walt Disney Imagineering has unveiled .YNSD, a new lifestyle apparel and accessories brand created by a collective of Imagineers. The name is a reversal of "Disney" with vowels removed, also nodding to Yen Sid, Sorcerer Mickey's mentor in Fantasia. The brand debuts at D23: The Ultimate Disney Fan Event (August 14-16, Anaheim Convention Center).

What Is .YNSD?

.YNSD is described as a design-first brand where materials, textures, silhouettes, and construction details carry the story instead of familiar graphics. Each collection starts from an idea, place, texture, or moment of inspiration, with hidden references that reward closer inspection.

The First Collections

Collection 1 sets the brand's overall look with clean silhouettes, modern essentials, and understated design. Features include tonal graphics, embroidered details, custom trims, and utility-inspired accents. Some pieces use photochromic inks that reveal additional graphics in sunlight, while other references are embedded in the construction itself.

Collection 2 draws inspiration from the Haunted Mansion Parlor lounge aboard the Disney Treasure and Disney Destiny. It reworks Victorian textiles, layered patterns, and ornate flourishes into apparel and accessories. A custom pattern inspired by the parlor's decor includes ghostly imagery hidden in floral arrangements.

Availability

Both collections will be available for the first time at D23. Tickets start at $49 via D23.com.