As consumers stay at home during the pandemic and prioritize comfort, the movement toward casual dressing and athleisure has accelerated. Companies like Kohl’s and Madewell have dived deeper into activewear with new private-label brands and collections.
California lifestyle chain PacSun joined them in this shift Thursday with a new category “inspired by the importance of wellness and inclusivity.”
PacSun Active, “a trend-driven line of athleisure wear that celebrates self-expression,” is not solely a reaction to the past seven months, but neither is it ignorant of the struggles consumers have faced this year.
“PacSun Active was something that we had been working on for the last twenty-four months, but it became more scaled in 2020, as we listened to our community, and they were telling us that they were struggling to stay motivated and active at home,” Brie Olson, chief brand officer for PacSun, said in a statement. “We asked ourselves, how do we continue to focus on supporting the importance of wellness, when it can be so challenging to continue to focus on taking care of yourself in these times? How can we support our young people in staying healthy and active? In asking those questions, PacSun Active was born.”
PacSun Active launched with apparel from LA Hearts by PacSun Active. Available in sizes XS-XL, the collection includes active bras, shorts, leggings and fleeces. Prices start at $34.95 and top out at $49.95. It will also include brands from Slowtide and YogaZen including beach towels, yoga towels and mats. In the coming months, the category will expand to carry apparel from partnered brands like Adidas and Playboy.
Earlier this year, PSEB Group—an operating company composed of Pacific Sunwear of California and Eddie Bauer—announced CEO Mike Egeck would be stepping down. PSEB director Jim Gulmi was named interim CEO while the board searches for a permanent replacement.