PRYD Clothing

Our mission is to have a positive influence on our culture while enhancing individual appearance. PRYD isn't just clothing, it's a movement!

PRYD Productions Inc. was established in 1999 and launched to the street wear market to provide an authentic meaning as well as a... creative design. The founder, James R. Lumsden III, had a vision to have a clothing brand that would impact the world. PRYD reflects the lifestyle of those that DREAM big, HUSTLE hard, and PARLAY to the fullest!

The motto: "Dream, Hustle, Parlay"; embodies the passion and essence of the PRYD consumer. Each ardor is an expression of the struggle to the top in the life of a champion. We seek to represent our brand and community through innovative design and our commitment to the ever changing needs of contemporary urban culture. The evolution of a dream is a reflection of these three axioms; dream, hustle and parlay. Therefore we have segmented our product line into three collections; mirroring the wrestle of success, the character required to keep us there and endeavoring to make our product accessible to our consumer by creating affordable pricing for every household.

Our targeted market is as follows:

- Gender: Male/Female
- Dream: 13-24
- Hustle: 18 -35
- Parlay: 35-55

- Psychological makeup: Enjoys art, music and fashion, trendsetter, student, although open minded he/she knows what they want, dreams of what could be, aspires to change something.

- Habits: Enjoys sports and entertainment, spending time with family and friends, night life, parties and clubs, volunteers at community center, patron of performing arts, buys music and paraphernalia.

- Occupation: High school and College students, Young entrepreneurs, Musicians, Community Advocates, everyday people
PRYD Clothing can be found in boutique stores throughout Northern California and various areas of North and South Carolina. Our vision is to expand throughout the United States.


We have launched our "I Love my City" campaign. The campaign began on Feb 16, 2010 in Las Vegas. We will be touring the following cities to promote the PRYD brand throughout the 2010 spring, summer and winter months. Targeting the following locations but not limited to: Charlotte, NC; Oakland, CA; Chicago, IL; New York, NY; Los Angeles, CA; Atlanta, GA Cleveland, OH.

Another area that we are targeting is PRYD Day for Schools Across America Misson...

This is our answer to the economic crisis of America at least within our school system. This is our fundraiser program an effort to give back to the communities. PRYD clothing is asking that schools participate in this fundraiser which consists of selling PRYD T-shirts and hats to the students, staff, parents and community. Along with the T- shirt sales PRYD would encourage the school to create a PRYD day. This day would be a day that the entire school wears the PRYD T-shirts and have an assembly. At this assembly the school will acknowledge the students who show the most PRYD. Along with the acknowledgment of the students, a person from the community would speak to the students, providing support and encouraging excellent behaviors.

Our Goal:

The goal is to have a PRYD day in every school all across America. If our youth are determined to make choices against negative situations then they can be determined to gain power through knowledge and gain respect through positive experiences, experiences such as volunteering in their community, giving a helping hand to someone less fortunate than themselves. The children of America need to be focused on their future. Spend time on projects that will help them grow into responsible citizens, citizens with a purpose. The purpose is Power Respect You Determine. The youth of today need to determine how they will get power and respect for tomorrow.

Do you want to help PRYD get the word out about this movement? You can help! Show your PRYD by going to our website reading our current events; this will keep you updated on current task and events. If you like it, share this PRYD page with your friends and family. Introduce them to this movement and help us try to make a difference.

Thanks for everyone's support by joining our movement. Life is a trip, take PRYD in the journey!

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