Surf and skate lifestyle retailer Pacsun is in a denim state of mind.
“Denim is back for spring in a big way. Every key look for the season is grounded in denim; from jeans and denim skirts to jorts and denim vests,” Addie Rintel, vice president of women’s merchandising and design at Pacsun, told Rivet. “For washes, newness lies within tints and vintage light washes. We also introduced a new novelty waistband and shiny details with placed rhinestones and glitter coatings.”
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The California-based brand recently released its Spring 2024 collection. Retailing for $49-$69, it is available now in stores nationwide and on its website.
The women’s range features a variety of elements showcasing novelty crochet, lace fabrications and shine detailing in multiple styles, including mini skirts, corset tops, dresses, crochet sweater knits, shorts and denim. The men’s collection—influenced by streetwear and athletic trends—offers an assortment of graphic tees, fleece, baggy fit jeans, cargo pants, oversized knits and racing jackets.
The brand released its Spring/Summer 2024 campaign promoting the collection, which was co-created with its in-house creative team and a selection of “community visionaries” to capture the “genuine spirit and authenticity” that defines the brand.
The collaborative campaign is part of Pacsun’s mission to build a stronger community through Pacsun Collective. The new initiative calls upon the brand’s network of content creators, photographers, videographers, stylists, designers, musicians and digital artists to join its creative process and “help shape” future campaigns and merchandise, according to Pacsun.
“With the Pacsun Collective, we have the opportunity to truly co-create and community sources the future stages of the brand,” said Brie Olson, CEO at Pacsun. “We are excited to see what we can build with the diverse talents and voices that make up our incredible community.”
While this is the first campaign under the Pacsun Collective, the brand has plans to integrate the initiative into future projects, providing young creatives the “opportunity to contribute to the future of a brand they are passionate about,” Pacsun stated.