US specialty retailer Pacsun expands core brand with Pacsun Kids

New product line + USP: Pacsun Kids will feature gender free wardrobe choices catering to an age range between 4-14 years old. There are no specific ‘girl or boy’ styles or fits and everything is intended and created for everyone. Pacsun's commitment from a brand and lifestyle perspective is to embrace positivity, inclusivity and the unique spirit of the brand's California roots. With Pacsun Kids, it hopes to attract new customers and cater to the community of kids who love the Pacsun brand and have not quite aged into the brand yet.

Existing product portfolio: Pacsun offers a cross-section of emerging brands and trending fashion through the lens of youth culture. Throughout the contemporary, streetwear and active lifestyle markets, Pacsun partners with brands to offer curated collections, rare and exclusive products and creative collaborations.

Retail presence: Pacsun Kids is available now at its online channel and alongside Pacsun's wholesale partner Nordstrom.

Future plans: Later this fall, Pacsun will also be launching its first full gender-free brand called Colour Range, a collection of all eco/sustainable clothing, which will include a kids category available online. Hand-picked styles curated without a specific gender in mind, Colour Range dresses the new generation with silhouettes made for everyone.

Bytes: "The future of Pacsun Kids lies in the children themselves – they are the future," said Brieane (Brie) Olson, president of Pacsun. "Pacsun will continue to evolve designs, product offerings, and marketing to create the most empowering sense of self as they express themselves through dressing while helping to eliminate gender bias, racism and more."

About the company: Founded in Newport Beach, CA in 1980 as Pacific Sunwear, Pacsun is dedicated to delivering an exclusive collection of the most relevant brands and styles to a community of inspired youth.

Fibre2Fashion News Desk (KD)