Pacsun opens virtual store at metaverse festival

Dan Berthiaume
Senior Editor, Technology
Pacsun NFT
Pacsun’s latest metaverse venture includes a virtual store and NFT art.

Pacsun keeps moving forward in its metaverse commerce efforts.

The teen apparel retailer is operating a multifaceted digital commerce effort at the ComplexLand 3.0 metaverse event, which runs through Friday, May 27. This includes a three-level virtual store where attendees can shop exclusive products from Pacsun and its PS Reserve resale program, as well as items from partner brand Playboy and new partner and e-sports organization Cloud9.

Once a shopper finds the virtual metaverse version of the product that they want to buy, they will be directed to the Pacsun website to purchase the physical version of the product. Cloud9 and Pacsun are debuting their first collaboration during ComplexLand, with exclusive merchandise available to purchase early only by shoppers in the metaverse before launching on and Pacsun retail locations nationwide in early June.

Pacsun is also taking part in the ComplexLand 3.0 NFT Art Experience, with the debut of an exclusive “Pacsun Mall Rat,” marking the first time a Pacsun NFTs will be displayed in a virtual gallery. Customers will have the opportunity to engage with the digital art and place a bid. Purchasers of the NFT will also receive a sneaker PS Reserve.

Pacsun stakes metaverse turf
Pacsun has been an early leader in metaverse commerce, going back to its June 2021 decision to make select clothing items available in the Avatar Marketplace of the popular immersive online gaming platform Roblox. The retailer followed that effort by including digital gaming and NFT features in its 2021 holiday promotional campaign.

The company has also opened a fantasy interactive mall experience on the Roblox platform called Pacworld, and the extension of its recently launched gender-fluid assortment, the “Pacsun Etoile Monogram Capsule Collection,” into the metaverse. In addition, Pacsun recently announced on its social media channels that it has purchased digital “land” in The Sandbox, a virtual platform where players can build, own, and monetize their gaming experiences and assets inside an immersive virtual world. 

"Being part of ComplexLand 3.0 is a big step for us in the metaverse, coming almost a year after we introduced our first offering of Pacsun branded items on Roblox," said Brie Olson, president of Pacsun. "It is undeniable that metaverse as a whole has an incredible network effort. Not only do consumers find community in the space, but we, as a brand, get to connect with them in an authentic way and ultimately grow our Pac Community in the both digital and physical worlds as well."

"ComplexLand was the first commerce-based Metaverse experience that bridged the IRL with the URL. It's amazing to be able to partner with PacSun as they continue to innovate and bring their community further into the Metaverse," said Neil Wright, head of collaborations & experiential at ComplexLand host Complex Networks.

"We're really excited about our partnership with Pacsun. This collaboration continues to broaden the reach of e-sports and pro gaming and its connection to youth culture," said Cloud9 VP of merchandising & licensing Adrian Gale.

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