by Stephen Garner

PacSun has opened its first-ever international pop-up shop experience.

After almost 40 years in the industry, the heritage California brand has branched out of the U.S. with a new partnership with British retailer Selfridges.

As of Friday, May 3, PacSun product is now available for purchase on and at the luxury department store’s London flagship. The West Coast brand has partnered with Selfridges in the past, offering the UK/European market access to its collaborative brands such as Basketball Skateboards by creative designer Jacuzzi under the mentorship of designer Heron Preston.

 “We have committed to continue accelerating our growth through culturally relevant brands and style to a new demographic in the UK,” commented Alfred Chang, president of PacSun. “We have decided to launch this shop in shop with brands like Fear of God Essentials and Lottie Moss that speak to a global digitally savvy younger demographic that craves an exceptional retail experience. As a trusted partner in the past, Selfridges was the perfect retailer for introduce PacSun to an international audience.”


The PacSun shop-in-shop will launch within the Selfridges men’s denim room, and product offering will include PacSun’s denim collections along with a consumer favorite menswear brand, Fear of God Essentials.  The coveted collaborative brand is designed by designer Jerry Lorenzo, who will have signed Fear of God Essentials to be given away to the first 20 customers at Selfridges. Throughout the season, PacSun will also have a series of drops with additional brands such as NASA and PacSun swim.

“Collaborating with PacSun at its core was to connect with the younger crowd that were fans of Fear of God in an accessible way without compromising on the aesthetic and quality,” said Lorenzo. “We’re excited to bring Fear of God Essentials to London thru Selfridges who has been a strong supporter and communicator of our message from the beginning.”

Launching mid-May, PacSun’s women’s shop-in-shop will also hit Selfridges denim studio, offering women’s PacSun denim and the Lottie Moss collection.  Followed the introduction of women’s wear will be the fashion forward Kendall + Kylie collection.  Marking the special occasion, the PacSun women’s launch will kick-off with an exclusive private event hosted by Lottie Moss.