When Pacsun, a renowned brand specializing in skate and surf wear, announced its collaboration with the Metropolitan Museum of Art to release a clothing collection, many people questioned the reasoning behind it. The laid-back West Coast lifestyle associated with Pacsun seemed contradictory to the prestigious and art-focused nature of the Met. Additionally, skeptics wondered if there was even an audience among skaters and surfers that would appreciate the artistic value of the museum.
Surprisingly, there was indeed an audience. Pacsun went on to release three successful collections with the Met, and now they are preparing to launch their fourth collection on August 25th. This new line consists of 25 pieces, ranging in price from $25 to $90, and draws inspiration from the museum’s collection of Greek and Roman statues. Some notable items include a mesh long-sleeve shirt printed with the Marble Head of an Athlete ($35) and a black puffer jacket embossed with the Marble Statue Group of the Three Graces ($80). These items will be available for purchase on Pacsun’s website as well as in their stores.
Previous collections from Pacsun’s collaboration with the Met have featured artwork of New York City landmarks and oil paintings by renowned artists like Giovanni Battista Tiepolo and Vincent van Gogh. This partnership is part of Pacsun’s ongoing efforts to pivot its brand image. After going through bankruptcy in 2016, the company has steered away from its traditional sun-dappled leisure aesthetic and shifted its focus towards streetwear. Collaborations with various apparel brands have served as a means for Pacsun to connect with its predominantly young customer base. Notable collaborations include collections with streetwear label Fear of God and the risqué magazine Playboy.
The intertwining of streetwear, fashion, and fine art is becoming increasingly prevalent. Designer Virgil Abloh, known for his brand Off-White, frequently incorporated references to the Italian painter Caravaggio in his clothing designs. Off-White has partnered with institutions like the Louvre in 2019 and Boston’s Institute of Contemporary Art in 2021. Pacsun’s partnership with the Met follows a similar trend, where unexpected couples are brought together by a third party, in this case, licensing agency Beanstalk. The Met recognizes the appeal of collaborating with Pacsun as it provides them with an edge, particularly among the younger demographic that naturally gravitates towards Pacsun’s offerings.
To create their collections, Pacsun’s design team was invited to tour various galleries at the Met and given a list of around 1,000 pieces of art that could potentially be licensed. The collaboration has evolved over time, resulting in clothing that goes beyond the typical T-shirts found in museum stores. The third collection, for example, featured a strapless bustier ($32) and a midi skirt ($50) with a subtle cloud print inspired by John Hill’s etching of New York from Governors Island. These pieces quickly sold out when released in June.
Visiting museums can often be a hard sell for younger audiences, whose attention spans are tailored to quick TikTok videos. However, Pacsun’s collaboration with the Met provides a fresh perspective that attracts new audiences. It helps bridge the gap between alienated youth and art institutions by making art more accessible and relatable. This appeal was evident when Alexander Carnot, a student at Elon University, expressed his belief that the collaboration opens doors for the Met to reach new audiences. Similarly, Ray Kao, a student at New York University, stated that the partnership humanizes and demystifies the art world, making it more approachable to those who may otherwise feel disconnected.
Though they may have initially considered buying a van Gogh T-shirt, ultimately, Mr. Carnot and his friend decided on a pair of beige shorts and a purple T-shirt featuring the Playboy bunny. This demonstrates the broad range of options available within Pacsun’s collaboration with the Met and how it caters to diverse tastes and preferences.
In conclusion, Pacsun’s unexpected partnership with the Metropolitan Museum of Art has proven successful, appealing to both the brand’s core audience and a wider demographic. By incorporating elements of fine art into their streetwear collections, Pacsun strikes a balance that resonates with consumers who seek a unique and creative fashion experience. This collaboration not only enhances Pacsun’s brand image but also provides the Met with an opportunity to engage with a younger audience and remain relevant in the ever-evolving fashion landscape.
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