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This new partnership takes their ongoing relationship to the next level. The partners received backlash in 2015 over a T-shirt bearing an upside down American flag and pulled the item from the website and stores. PacSun carries A$AP Worldwide merchandise and first teamed with the rapper in 2014 on a capsule collection. Rocky also fronted Dior Men’s and Calvin Klein campaigns, partnered with Guess on a collection and was recently named an investor in Klarna and fronts the company’s campaign. They released the SRLo sneaker together inspired by Nineties skate and rave culture, but the partnership was quietly dissolved. He was previously a brand ambassador for Under Armour, which included designing apparel and footwear for the Baltimore-based sportswear company. ASAP,” and name dropping designers like Raf Simons and Rick Owens. “It’s a really exciting time to be partnering with him.”Ī$AP Rocky built his reputation as a fashion fixture with songs like “Fashion Killa” on his first album “Long. “We’re excited that the integration of his new music and the timing of having him with so much creativity,” Olson said. She said Rocky captures a broader audience and compared it to the retailer’s partnership with Fear of God Essentials and Jerry Lorenzo.
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Olson said the partnership will help expand the PacSun audience beyond its core base of 16- to 24-year-old consumers to about 28- to 30- year-olds. “He has been an amazing collaborator for us when it comes to storytelling.”
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“We are really excited to embark on this journey,” said PacSun president Brieane Olson.