US' PacSun rolls out first unique NFT series titled Pac Mall Rats

PacSun has always continued to evolve with its core consumer and youth community by being forward thinking and remaining at the forefront of innovation, both in the physical and digital worlds. The PacSun Wave NFT sold above the asking price, and 100 per cent of proceeds were donated to the Fashion Scholarship Fund, an organisation close to the PacFamily, PacSun said in a press release.

"Being our first NFT, any bid over asking price is a success to us as it shows that there is interest around PacSun in the NFT world," said Brie Olson, president at PacSun, "Considering the great response from our community, we realized, like with many of our digital touchpoints, that NFTs are another gateway to speak to our consumer, and we are thrilled to show them our progression in the space with our Pac Mall Rats series."

PacSun unveiled three Pac Mall Rats initially, representing Los Angeles PacSun retail locations in Santa Monica, Brea and DTLA. Over time, 300 unique Pac Mall Rats will eventually be released to correspond with all of PacSun Mall presence and stand-alone retail locations. Each Pac Mall Rat character is also carefully designed by PacSun's in-house team and created as a full body look to allow PacSun to showcase accessories, footwear, tops and bottoms, for a comprehensive look that enables the brand to highlight styles from current campaigns and product initiatives, the release added.

"We understand that the virtual world holds equal weight for our PacSun community as the physical world, and Pac Mall Rats is truly a hybrid between the two. Our Pac Mall Rats series truly embodies the persona of PacSun Kids who love the mall space and are heavily influenced by the Metaverse,” added Olson.

The current collection of Pac Mall Rats is available for auction now on Open Sea, the same marketplace PacSun used for The PacSun Wave NFT. With each purchase, buyers will receive a physical item of clothing depicting the selected Pac Mall Rat, giving consumers a virtual and physical copy.

Fibre2Fashion News Desk (RR)