Pacsun Takes Denim Campaign to Tokyo Streets

The campaign, titled Denim Starts Here, focuses on a diverse range of silhouettes and washes intended to capture the attention of students ahead of the academic year. By immersing creators like Jen Terry, Katie Fang, and Kamron Morgan in Tokyo’s unique fashion ecosystem, Pacsun is shifting away from traditional advertising toward authentic, creator-led narratives. The itinerary balanced high-energy city shoots with a private indigo dyeing session in Ome City, where the group experimented with traditional Japanese techniques on pieces from the new collection.

Richard Cox, the company’s Chief Merchandising Officer, noted that the trip was designed to let influencers co-create their own versions of the brand identity. This approach seeks to highlight the individuality inherent in the new assortment. The resulting content is already being rolled out across social channels, with the full collection now available in stores and online.