A$AP Rocky has been appointed the first-ever guest artistic director of PacSun, the company has announced. According to the deal with PacSun and A$AP WORLDWIDE, New York rapper and style icon will oversee designer collaborations, brand campaigns and in-store activations to support launches in both the brand’s DTLA and Soho storefronts. Inking the dotted link for an exciting multi-year deal, Rocky has been working with PacSun since 2019 and the date for the first drop that is set for July, 16 to finally culminate what they’ve been working towards for the past 18 months.
For the collaboration’s opening act, Rocky and PacSun will enlist Vans for a capsule of three “Old Skool” styles in black canvas, white leather and silver reflective colorways, with particularly executed flame embroidery as a nod to Rocky’s creative umbrella, AWGE. Brie Olson, president of PacSun, added that collaborating with Rocky over the last 18 months has been an “inspiring” experience for the brand at-large. “This is an exciting time to partner with Rocky, he brings so much creativity to the table, from his music to his artistic eye for fashion. We’ve been working closely with his team for the past 18 months to put together an impactful launch, with activations and wheat-pasting in both New York and LA, including special visual assets and a planned Billboard near our Downtown LA store.”
The timing of this collab is ahead of Rocky’s new music, preluding a huge creative shift for the artist, so it only made sense for him to partner with a brand that allows him to showcase his creative freedom and expression in the fashion space too. “We’re thrilled to continue our partnership with Rocky in this new role, he is the perfect combination of high fashion and streetwear appeal,” said Alfred Chang, Co-CEO of PacSun. “Rocky’s energy and outlook on culture really translates in his designs, and we’re looking forward to our customers embracing it as much as we do and sharing the unique product offerings and collaborations that they’re always looking for.”
Head to the brand’s website to sign up to be the first to know of all the upcoming A$AP Rocky collaborations which will be online and at over 200 stores nationwide. The exclusive Rocky x PacSun collab products will debut in stores and during a private shopping launch event in the PacSun DTLA store, at a later date.