Pacific Sunwear of California LLC said it has appointed music artist A$AP Rocky to be guest artistic director, a new position at the Anaheim retailer.
The appointment of Rocky (né Rakim Athelaston Mayers) is expected to kick off a number of designer collaborations at PacSun.
Rocky, in addition to spearheading those collaborations, will also oversee brand campaigns and store activations around the collection releases at the company’s downtown Los Angeles and Soho locations over the next 18 months.
The first of those brand mashups is expected to be a three-style footwear collaboration between Rocky and Costa Mesa-based Vans Inc.
PacSun currently counts 375 stores.
The retailer recently completed a leadership change that included the promotion of PacSun President Alfred Chang and Michael Relich, interim CEO of PacSun owner PSEB Group, to co-CEOs of Pacific Sunwear. Brieane Olson, the company’s chief brand officer, was promoted to PacSun president.