The pop-up, which opened on Friday, began in Selfridge’s men’s denim room, and includes PacSun’s denim collections and its popular menswear brand Fear of God Essentials. Kicking off the event will be a selection of product signed by Fear of God designer Jerry Lorenzo as a giveaway to celebrate the shop’s launch.
“Collaborating with PacSun at its core was to connect with the younger crowd that were fans of Fear of God in an accessible way without compromising on the aesthetic and quality,” Lorenzo said.
Throughout the duration of the men’s pop-up, the California lifestyle specialty chain will hold a series of drops with additional brands, such as NASA and PacSun Swim.
By mid-May, women’s will be next stop with its own pop-up in Selfridges Denim Studio. That shop will include PacSun Denim and the Lottie Moss Collection. Lottie Moss will be on hand to host a private event on kick-off day.
Upcoming in the women’s shop will be selections from the Kendall + Kylie collection.
PacSun has partnered with Selfridges in the past. One example was Basketball Skateboards by Jacuzzi, which was done under the mentorship of designer Heron Preston.
“We have committed to continue accelerating our growth through culturally relevant brands and style to a new demographic in the U.K,” Alfred Chang, PacSun’s president, said. “We have decided to launch this shop-in-shops with brands like Fear of God Essentials and Lottie Moss that speak to a global digitally savvy younger demographic that craves and exceptional retail experience.”
Chang said having worked with Selfridges in the past, it was the perfect retailer to introduce the PacSun brand to an international audience.