PacSun named A$AP Rocky its first visitor creative director on Thursday by way of a partnership with Rocky’s A$AP Worldwide.
As a part of the partnership, Rocky will oversee designer collaborations for PacSun over the subsequent 18 months, in addition to model campaigns and in-store activations to assist the retailer’s SoHo and downtown Los Angeles shops.
“This partnership is special to me because it’s a collaboration that combines my roots, A$AP Worldwide and some of the most respected heritage brands that have roots in both the sportswear and lifestyle worlds,” Rocky mentioned in a press release. “Together with PacSun, we will be releasing several limited-edition collections that are both nostalgic and forward at the same time.”
Their first collaboration launching on July 16 will probably be with Vans, consisting of the Old Skool sneaker in black canvas, white leather-based and silver, bearing flame designs and an accompanying visible content material piece to focus on the collaboration.
“We are really excited to embark on this journey,” mentioned PacSun president Brieane Olson. “He has been an amazing collaborator for us when it comes to storytelling.”
Olson mentioned the partnership will assist develop the PacSun viewers past its core base of 16- to 20-year-old shoppers to about 28- to 30-year-olds. She mentioned Rocky captures a broader viewers and in contrast it to the retailer’s partnership with Fear of God Essentials and Jerry Lorenzo.
“We’re excited about the integration of his new music and the timing of having him with so much creativity,” Olson mentioned. “It’s a really exciting time to be partnering with him.”
A$AP Rocky constructed his fame as a vogue fixture with songs like “Fashion Killa” on his first album “Long. Live. ASAP,” and identify dropping designers like Raf Simons and Rick Owens.
He was beforehand a model ambassador for Under Armour, which included designing attire and footwear for the Baltimore-based sportswear firm. They launched the SRLo sneaker collectively impressed by Nineties skate and rave tradition, however the partnership was quietly dissolved.
Rocky additionally fronted Dior Men’s and Calvin Klein campaigns, partnered with Guess on a group and was not too long ago named an investor in Klarna and fronts the corporate’s marketing campaign.
PacSun carries A$AP Worldwide merchandise and first teamed with the rapper in 2014 on a capsule assortment. The companions obtained backlash in 2015 over a T-shirt bearing an the other way up American flag and pulled the merchandise from the web site and shops.
This new partnership takes their ongoing relationship to the subsequent stage.
“We’re super excited about the activations and are working down to the wire to get the details right,” Olson mentioned. “We’re working with Rocky’s team, contingent on the new music he’s putting out but it’ll be an impactful launch day next week. We’re launching snowboards in DTLA, wheatpasting in both cities, and we have our special visual video assets on Tiktok that’ll be supporting as well.”
Olson mentioned PacSun exceeded expectations in 2020 by way of buyer engagement, digital progress and “store comp growth,” she mentioned. She additionally highlighted reaching 1 million followers on TikTok.
“We’ve also got some exciting live shopping events activations on TikTok and philanthropic pieces coming, as well as influencer collabs coming on the back half of the year including with Emma Chamberlain,” she added.