Figure: California-based retailer Pacsun introduced a new logo and branding for its denim ranges with an extensive IRL and virtual campaign to promote its jeans.

Along with 200+ new styles for fall 2022 include a wider array of “anything goes” denims from low-rise to mid-rise, flare, bootcut, cargo, balloon, straight, mom, relaxed and beyond. Trends driving the new ranges include genderless designs, 90s nostalgia and workwear.

Pacsun president Brie Olson said, “With the exit from skinny jeans accelerating quickly post-pandemic, there has been a range of leg shapes trending as well as heavier, less stretch and non-stretch denim gaining popularity.”

Seeking to become a go-to denim destination for Gen Z, Pacsun is launching a vast back-to-school campaign MyDenimStory in stores, online and on social media.

Besides that, store merchandising, decors and window displays will highlight the denim campaign. Select stores will also feature Bear sculptures made from recycled jeans. The campaign will extend into the metaverse, as Pacsun has partnered with DressX to offer virtual try-on experiences for key denim styles.

Notably, the retailer will open a Denim Shop in its Pacworld on Roblox and produce a Pac Mall Rat NFT denim mini-series with unlockable content. Finally and will paired with a commemorative digital token (NFT).

“Through this campaign, we wanted to develop new styles that enable our consumers to channel the best versions of themselves. Denim is so versatile, and it’s incredible to see how people express their mood and embrace their personality with different fits and styling,” Olson added.