Pacsun praised the send off of its has returned to-school #MyDenimStory collection Tuesday with a “VIP launch party” at its New York City leader featuring Gen Z pop star Grace VanderWaal.

Like similar events Pacsun has facilitated close by its visitor imaginative chief, A$AP Rocky, the night incorporated a live set from its honorable visitor. The 2016 “America’s Got Talent” victor followed up her exhibition with a private back and forth discussion where she talked about her own development through style and music.

“Music is my primary form of self-expression, but style is another way I’ve always shown my creativity,” the 18-year-old vocalist said. “Denim is super personal to me… my style is always evolving—but jeans are the one thing I always come back to to feel comfortable no matter where I am.”

Music has played “a critical role” in Pacsun’s way of life situating throughout the course of recent years, Pacsun president Brie Olson told Sourcing Journal. Previously Kanye West, presently Ye, brought together with Adidas and later Gap, Pacsun cooperated with the “Yeezus” craftsman on a restricted 10-piece assortment of visit stock. That delivery prompted a “working partnership” with the late Off-White organizer Virgil Abloh.

“It informs culture and Pacsun considers our consumers the cultural pioneers of the future, so music absolutely plays a critical role,” Olson said.

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