ASAP Rocky Named First-Ever Guest Artistic Director of PacSun

According to Rocky, fans can look forward to the release of multiple limited edition collections that are both "nostalgic and forward at the same time."

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Rocky

ASAP Rocky has been named the first-ever guest artistic director of PacSun.

The partnership with Rocky’s ASAP Worldwide will have the All Smiles artist overseeing designer collabs, brand campaigns, in-store activations, and more.

“This partnership is special to me because it’s a collaboration that combines my roots, A$AP Worldwide, and some of the most respected heritage brands that have roots in both the sportswear and lifestyle worlds,” Rocky said in a press release on Thursday. “Together with PacSun, we will be releasing several limited-edition collections that are both nostalgic and forward at the same time.”

Fittingly, the first Rocky and PacSun collaboration will be with Vans and includes a capsule collection boasting a tree of styles of the Old Skool silhouette. The collection features Old Skools in black canvas, white leather, and silver reflective colorways. 

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Brie Olson, PacSun’s president, called the experience of working with Rocky over the past 18 months an “inspiring creative process” for the whole team.

“The design process working with Rocky has really allowed the PacSun brand, which has always been built on youth culture, to connect design innovation with what is happening from a cultural perspective and translate that into coveted unique product offerings and design collaborations for our consumer,” Olson said Thursday.

In June, Rocky became an investor in—and, for one day only, the CEO of—the Swedish fintech company Klarna. A week after announcing the link-up, Rocky and Klarna rolled out a campaign encouraging fans to “drop your lockdown look” in favor of getting “smooth again.” 

Seemingly, all of this action is leading fans deep into the All Smiles era, which has already been confirmed by Rocky himself to include writing and vocals from Morrissey.

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