US' Pacsun joins Complexland 3.0 in metaverse for 3-day festival

The brand is intersecting technology and physical retail by allowing shoppers to view and select products that they wish to buy on the metaverse platform and then directs them to the company’s website to purchase the physical version of it.

"We're really excited about our partnership with Pacsun. This collaboration continues to broaden the reach of esports and pro-gaming and its connection to youth culture," said Cloud9 VP of merchandising & licensing, Adrian Gale. Cloud9 and Pacsun debuted their first collaboration during Complexland, with exclusive merchandise to purchase early only by attendees in the metaverse before launching on Pacsun.com and Pacsun retail locations nationwide in early June.

Pacsun is also being represented at Complexland 3.0's NFT Art Experience, with the debut of an exclusive Pacsun Mall Rat. Visitors have the opportunity to engage with the art, place a bid, and add a piece of Pacsun to their personal collection. Purchasers of the NFT will also receive a sneaker from Pacsun's resell programme, PS Reserve.

"Being part of Complexland 3.0 is a big step for us in the metaverse, coming almost a year after we introduced our first offering of Pacsun branded items on Roblox. It is undeniable that Metaverse as a whole has an incredible network effort. Not only do consumers find community in the space, but we, as a brand, get to connect with them in an authentic way and ultimately grow our Pac Community in the both digital and physical worlds as well." said Brie Olson, president of Pacsun.

"ComplexLand was the first commerce based Metaverse experience that bridged the IRL with the URL. It's amazing to be able to partner with PacSun as they continue to innovate and bring their community further into the Metaverse," added Neil Wright, head of collaborations & experiential at Complex Networks.

Fibre2Fashion News Desk (HO)