Pacsun gender-fluid collection crosses into the metaverse

Dan Berthiaume
Senior Editor, Technology
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Pacsun Etoile
Pacsun's newest collection is gender-fluid and extends into the metaverse.

Pacsun is building on two trends it has been actively participating in.

The teen apparel retailer is globally launching a fully gender-fluid assortment, the “Pacsun Etoile Monogram Capsule Collection.” Pacsun says the collection is inspired by the sand and sea of California’s coastline, and features a range of swimwear, woven tops, shorts and fleeces; as well as a variety of accessories, like hats, tote bags, backpacks, and footwear slides.

Pacsun has also created its own monogram essentials, including surfboards and skateboards, parasols, sling chairs and beach games, as part of the collection. The capsule is available now on the Pacsun e-commerce site and at all stores, with select locations receiving the full collection inclusive of the lifestyle items.

Pacsun has been reaching out to gender-fluid customers during the past two years. In November 2021, Pacsun opened PacSun Kids — a new PacSun brand —adjacent to its location at Mall of America, Bloomington, Minn. The line, introduced in July, is designed entirely without gender and features clothing in an age range from 4- to 14-years-old. During 2022, Pacsun plans to open an additional 5 Pacsun Kids stores. 

In September 2021, the retailer launched its first fully dedicated gender-neutral apparel collection, Colour Range.Pacsun initially unveiled its Gender-Neutral Shop in September 2020. In Spring 2021, Pacsun, with The Fashion Scholarship Fund, hosted a Gender-Neutral Design Competition, and dropped new gender-neutrals styles as part of its Spring 2021 campaign. 

The downtown Los Angeles and SoHo Pacsun flagship store will feature larger “takeovers” throughout May 2022, with beach boardwalk activities like claw machines, raffles, photobooths, and DJs. In-store elements, such as store windows, checkout desks, and stairwells, will be embellished with the monogram pattern; while Pacsun’s website, social media platforms and digital touchpoints will reflect the design.

The new collection will also extend into the metaverse, where Pacsun has been establishing a presence. Players on the Pacworld fantasy interactive mall experience on the Roblox virtual gaming platform will be able to dress their avatars in the capsule. Customers can also incorporate themed fantasy items into their mall experiences, which will be part of Roblox’s new layered clothing feature.

Pacsun has also unveiled a special Pac “Mall Rat” NFT - Etoile Monogram Mall Rat - available for auction on the Open Sea digital NFT marketplace through April 28, 2022.

To celebrate the launch, Pacsun will host a livestream event with influencer Mathieu Simoneau the first week of May 2022, along with a TikTok takeover featuring influencer Emma Chamberlain. Chamberlain will also make an appearance on Pacsun’s Instagram channel.

At Pacsun, we are always seeking original ways to immerse our consumers in our collections, both in the physical and digital worlds,” said Brie Olson, president of Pacsun. “For this capsule, we offer more than a summer wardrobe, we provide all the necessities for a true getaway, while transforming our website and retail locations into getaway destinations.”