Pacsun’s Back-to-School denim offers 90s, genderless style, new NFTs – Sourcing Journal
Pacsun paired its new back-to-school denim collection with a second part of Pac Mall Rat NFTs and a brand new logo.
The #MyDenimStory collection offers more than 200 new denim styles spanning new trends, genderless designs, 90s-inspired jeans and workwear silhouettes with low to medium rise as well as leg shapes, including flair, bootcut, cargo, balloon, straight, mom, casual and more.
«The past has inspired our new denim collection’s fits and styles. Everything old is new again, especially for our Gen Z consumer, who brings relevance to trends through social media sharing, and we encourage them to get creative with self-expression through their fashion choices, says Brie Olson, Pacsun President.
The back-to-school campaign encourages consumers to engage with each other through the #MyDenimStory hashtag by sharing their “personal denim stories”. Pacsun recruited a number of Instagram influencers as brand ambassadors to style and promote individual looks by using #MyDenimStory on social media.
The denim campaign was also launched through Pacsun’s Pacworld with a new all-denim store on Roblox, along with a new Pac Mall Rat NFT “denim miniseries with unlockable content.” In addition, some of Pacsun’s stores will contain bear sculptures of recycled denim attached to another free-standing memorial NFT. Despite the fact that many of the original Pac Mall Rat NFTs have received little interest, the specialist retailer continues to invest in the metaverse.
Pacsun hopes the #MyDenimStory campaign and metaverse rollout will encourage buyers to channel the “best versions of themselves,” according to Olson. “As a leading retailer at the forefront of virtual and digital relevance, it was important for us to incorporate blended reality and cyberculture so that our community, which truly values their physical and virtual identities, could engage in campaign and denim outside the IRL aspect,” she added.
The specialty chain said it will share customer posts using the #MyDenimStory hashtag on its Instagram, TikTok, Snapchat, Twitter and Discord accounts. It also plans to partner with DressX, a retailer that sells digital fashion items, to allow customers to practically try on top denim styles. An event livestreamed on Pacsun’s flagship SoHo later this month will gather special guests, offer musical performances, have a speed camera and let visitors use a denim embroidery station to customize their items. Participants will also be able to bid on NFTs.
The retailer is not the only denim-centric name that explores the metaverse. This spring, Gap held a 48-hour auction of NFTs designed in collaboration with Harlem legend Dapper Dan. The auction was part of the clothing company’s spring collection 2022, which included hoodies with a limited edition logo embellished with the words “Dap Gap”. It also launched a series of NFT digital hoodies in collaboration with Frank Ape. Diesel and G-Star Raw invest similarly in metaverse and NFTs.