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A$AP Rocky has been announced as the first-ever Guest Artistic Director for SoCal surf and lifestyle brand Pacsun. As part of the new partnership, launched in collaboration with Rocky’s A$AP Worldwide, the rapper and fashion icon will oversee designer collaborations, brand campaigns and in-store activations on Pacsun.com and in both the Pacsun downtown Los Angeles store and its New York store in Soho.

Rocky’s first Pacsun project is slated to be a reworked sneaker collection with Vans. Pacsun is an official Vans retailer and the new capsule collection will include three styles of the Old Skool silhouette, consisting of black canvas, white leather, and silver reflective colorways, in addition to “materials with flame embroidery.”

In addition to the shoes, Pacsun says it tapped Rocky to help drive “a new wave of premium streetwear and style” to the LA-based multi-brand retailer, thanks to his influence in the fashion and entertainment space.

“Our community of customers is looking for something unexpected, that elevates their daily experience and lets them express their personal style. Nobody bridges the gap between high fashion and streetwear like A$AP Rocky,” says Alfred Chang, co-CEO Pacsun, in a release. “We are proud to welcome him to the Pacsun family and energized about making his ideas a reality that can be shared (and worn) by millions and lead a global style conversation.”

“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,” adds Rocky. “Together with Pacsun, we will be releasing several limited-edition collections that are both nostalgic and forward at the same time.”

Pacsun says it’s been working with Rocky for the past 18 months, calling it “an inspiring creative process.” It’s unclear if Rocky himself will design an original collection for the retailer, though he’s expected to help introduce a number of limited-edition releases and collaborations similar to the first Vans release.

Head over to Pacsun.com to see the latest releases from the A$AP Rocky x Pacsun partnership.

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