PacSun rebrands its in-house denim

Los Angeles - SoCal brand Pacific Sunwear is planning to get a reboot for one of its labels. In an effort to rebrand its in-house denim line, the retailer has brought in Lottie Moss and Luka Sabbat to help bring in a new creative director for the brand.

In rebranding the denim, PacSun has already chosen a new label name. Originally, the in-house denim label was called Bullhead Denim Co. Eponymously named, the new denim label is now called PacSun Denim and is inspired by nineties’ fashion. Both Moss and Sabbat were chosen as a way to represent the new millennial-driven perspective on the brand. “Outside of Kendall and Kylie, it’s our second foray into getting top-tier talent,” Greg Crawford, PacSun’s senior creative director, told WWD.

This will be the brand’s second attempt at rebranding its denim. Before the label was known was Bullhead Denim Co., the in-house line was called Tilt. The company has established its own denim for over 30 years now, however its denim line has still fallen flat as a major market for the retailer. This rebrand comes as a strategic move for PacSun to become a major player in the denim fashion industry.