From Wikipedia, the free encyclopedia
Jump to navigation Jump to search
Pacific Sunwear of California Inc.
Industryretail Edit this on Wikidata
FoundedNewport Beach, California,
United States (1980)
FounderJack Hopkins
HeadquartersAnaheim, California,
United States
Number of locations
645 (June 2013) [1]
Area served
United States
ProductsCalifornia inspired clothing, footwear, and accessories.
RevenueIncrease USD$797.79 million (2014)[1]
Decrease $48.72 million (2014)[1][1]
OwnerPSEB (Golden Gate Capital)
Number of employees
Increase 10,300 (2014)[1]

Pacific Sunwear of California Inc., is a United States-based retail clothing brand rooted in the youth oriented culture and lifestyle of California. The company sells lifestyle apparel, along with footwear and accessories designed for teens and young adults. As of late 2017, the company operated over 600 stores in all 50 states and Puerto Rico.[2] PacSun is headquartered in Anaheim, California, and operates a distribution center in Olathe, Kansas. The company's regional directors, district managers and store positions are located throughout the United States.[3] The company went bankrupt in April 2016 and is now owned by Golden Gate Capital. This was the company's third time filing bankruptcy.[4]


Initially founded by Jack Hopkins and Tom Moore in September 1982, its roots can be traced back to a small surf shop in Seal Beach, CA.[5] The company offers products for both men and women that include: jeans, tees, tanks, polos, knits, flannels, hoodies, boardshorts, bikinis, shorts, pants, dresses, rompers, skirts, sweaters, jackets, snow apparel, shoes, sandals and accessories. The company went public on March 15, 1993 and at its height had over 1,300 stores in all 50 states. As of April 2016, PacSun had 605 stores.[6]

PacSun built its business selling merchandise from established surf brands but later expanded to include skate and street wear labels.

PacSun opened a second chain of stores called d.e.m.o., in 2000.[7] The last of these stores closed in 2008.[8]

In 2012, PacSun collaborated with sisters Kendall Jenner and Kylie Jenner to produce their own fashion line.[9]

In 2009, Gary Schoenfeld became the CEO of PacSun. In 2017, Schoenfeld left PacSun and was replaced by James Gulmi.[10]

In 2018, PacSun merged with Eddie Bauer, also owned by Golden Gate, to form PSEB.[11]

Marketing practices[edit]

Pacific Sunwear Corporate Headquarters

In May 2011, PacSun launched its first national advertising campaign called 'Dress Irresponsibly'. The highlight of the campaign included television commercials aired across a variety of networks that featured famous athletes from the brands they work with. Appearances by Rob Machado, Bucky Lasek, Chris Pfanner, Kelia Moniz, Ryan Dungey and Leo Romero, were significant in helping re-establish the brand among its male audience. Other elements of the campaign included print media in both endemic and fashion publications, and a digital engagement initiative on Facebook titled 'Dress Irresponsibly: Style Challenge.' Through a customized Facebook app fans were encouraged to upload photos of themselves that met weekly style challenges in exchange for a chance to win a styling gig at Nylon in New York City.

Following the launch of the Dress Irresponsibly campaign, PacSun continued to evolve from just a surf and skate apparel shop into a leading retailer of emerging brands, particularly for women. Collaborations with notable design minded labels Whitley Kros and LnA coupled with a turn to style and fashion focused garments has given the brand an elevated look.

In an attempt to connect to the company's California roots, the brand launched a national digital and print initiative titled Golden State of Mind. Golden State of Mind, or GSOM for short, is about celebrating the creativity and diversity of California and its people. Working with photographers Nicholas Maggio, Harper Smith and Andrew Kuykendall, PacSun has looked to capture the beauty and imagination of California through lifestyle imagery from such places as Lake Arrowhead, Los Angeles, Malibu, Pismo Beach, Big Sur, and San Francisco. As part of the initiative, the retail giant created a lifestyle content website called The site includes an interactive experience containing: campaign imagery and videos, landscape photography, a series of city videos that highlight the best places and locations in California, an interactive map, a user generated social media feed from Instagram, and a blog focused on: fashion, music, art, entertainment, action sports and brands.


On February 23, 2005, the company restated results for certain periods to correct its accounting for leases.[12]


  1. ^ a b c d e "".
  2. ^ "Pacific Sunwear Stores Corp-Company".
  3. ^ "Archived copy". Archived from the original on 2008-12-18. Retrieved 2009-05-02.CS1 maint: archived copy as title (link)
  4. ^ Steven Church (2016-09-07). "Pacific Sunwear Has 'Retailer's Dream' as Bankruptcy Wraps Up". Bloomberg – via
  5. ^ Catie. "Girls Clothing Trends 2016". The Daily Dolphin. Retrieved 2017-09-15.
  6. ^ "Court Approval for Bankruptancy". Retrieved 2017-09-15.
  7. ^ Marino-Nachison, Dave. "d.e.m.o. Rocks PacSun".
  8. ^ Staff, WWD (7 January 2008). "PacSun to Close All D.e.m.o. Stores".
  9. ^ "The Shifting Winds in Retail". Business 2 Community. Retrieved 2017-09-15.
  10. ^ Knight, Taylor. "PacSun Names Interim CEO as Gary Schoenfeld Departs Company". Total Retail. Retrieved 2017-09-15.
  11. ^ Friday, Deborah Belgum; June 8; 2018. "Eddie Bauer and PacSun Tie the Knot". Retrieved 2018-12-30.CS1 maint: numeric names: authors list (link)
  12. ^ "Pacific Sunwear Announces Lease Acctg Corrections". Archived from the original on 2014-08-26. Retrieved 2019-10-06.

External links[edit]