Pacsun is continuing to invest in digital retail, producing a new set of NFTs called Pac Mall Rats.
The company has unveiled three Pac Mall Rats, representing Los Angeles Pacsun retail locations in Santa Monica, Brea, and DTLA. However, PacSun expects to eventually release 300 unique Pac Mall Rats that correspond with all of Pacsun mall and stand-alone retail locations.
Pacsun's in-house team designed each Pac Mall Rat character and created a full body look that showcases accessories, footwear, tops, and bottoms, reflecting the brand’s styles from current campaigns and product initiatives.
Santa Monica Pac Mall Rat 994 (Left), Brea Pac Mall Rat 4 (Right); Source: Pacsun
The current collection of Pac Mall Rats is now available for auction on Open Sea — the marketplace Pacsun used for its first NFT: The Pacsun Wave. The auction window ends on Feb. 7, 2022 and bids start at $200. With each purchase, buyers will receive a physical item of clothing depicting the selected Pac Mall Rat.
Pacsun’s first NFT debuted in November of 2021, centralizing on the brand’s wave logo and selling above asking price. The company donated 100% of proceeds to the Fashion Scholarship Fund.
"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, of the sale of the company’s first NFT. "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."
Olson added that for the Pacsun community, the virtual world holds “equal weight” to the physical world, stating that its Pac Mall Rats series “truly embodies the persona of Pacsun Kids, who love the mall space and are heavily influenced by the metaverse."
Many retail giants have eagerly embraced the concept of the metaverse, looking to further engage a younger demographic by offering NFTs and virtual experiences.