Pacsun Joins ComplexLand Metaverse Event, Marries Virtual and Physical Shopping

Liz Dominguez
Managing Editor
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Pacsun NFTs

Pacsun is already embracing NFTs, and now it’s jumping further into the metaverse by participating in ComplexLand 3.0 — a virtual, multi-day festival where visitors can shop for exclusive products. 

At ComplexLand, Pacsun will be highlighting its resell initiative, PS Reserve, within a three-level store that also provides access to products from Pacsun, Playboy, and the brand’s new partner Cloud9, an esports organization.

"Being part of ComplexLand 3.0 is a big step for us in the metaverse, coming almost a year after we introduced our first offering of Pacsun branded items on Roblox," said Brie Olson, president of Pacsun. 

"It is undeniable that the metaverse as a whole has an incredible network effort. Not only do consumers find community in the space, but we, as a brand, get to connect with them in an authentic way and ultimately grow our Pac Community in the both digital and physical worlds as well," Olson added.

Pacsun's virtual store in the metaverse

More About ComplexLand 3.0

The experience marries augmented reality with real-life shopping. Once consumers find a product they wish to purchase, they are directed to Pacsun’s website where they can buy the physical product. 

Pacsun will also be debuting an NFT, one of the Pacsun mall rats, within the event’s NFT art experience. This is the first time it will be showcased within a virtual gallery. Consumers can view the art, place a bid, and add a piece to their personal collection. Those who purchase an NFT will receive a sneaker from Pacsun’s resell program. 

One of PacSun's NFTs

In February, the company 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.

Read more: Pacsun Dives Deeper Into Metaverse With Pac Mall Rats NFTs]

Pacsun has made several advances within the virtual realm in the past year, launching a dedicated experience on Roblox with PACWORLD, being the first fashion retailer to accept cryptocurrency, and securing its first plot of land in The Sandbox, a game in the metaverse. 

"We're really excited about our partnership with Pacsun. This collaboration continues to broaden the reach of esports and pro-gaming and its connection to youth culture," said Cloud9 VP of merchandising and licensing, Adrian Gale. 

The company added that the collaboration will include exclusive merchandise available to purchase early only by ComplexLand attendees before products hit or retail locations in early June. 

Several other retailers have jumped on the metaverse bandwagon, with companies like Nike and Forever 21 also leaning on partnerships with Roblox to enter the space. Other companies are investing in leadership with expertise in turning metaverse experiences into profit centers. 

[Read more: Crate & Barrel Adds Metaverse VP, Dollar Tree Hires Supply Chain Chief]

Retailers and CG brands are looking to elevate experiential shopping, creating an immersive experience that blends the virtual and physical worlds to keep today’s consumers engaged and interested.

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