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PacSun unveils Dress Irresponsibly campaign

The Anaheim-based retailer has gathered 12 action-sports brands for its new multimedia initiative.

By Sara FerrerPublished: April 14, 2011 02:11 PM

Photo courtesy of PacSun
Anaheim-based apparel company Pacific Sunwear is joining forces with 12 action-sports brands for its new Dress Irresponsibly marketing campaign – a multifaceted effort that aims to inspire customers to express their attitudes through individual styles.

The initiative, which launched earlier this week, showcases brands such as Hurley, Volcom, Quiksilver, O'Neill and Billabong, as well as athletes, musicians and artists, including Rob Machado, Bucky Lasek, Chris Pfanner and Ryan Dungey.

Among the TV, print and digital media campaign segments: commercials that feature summer and back-to-school styles in a mix of action-packed scenes, all set to Frank Sinatra's classic hit, "Call Me Irresponsible."

"This multifaceted campaign is a first for PacSun and for the action-sports industry," said Gary Schoenfeld, CEO of PacSun. “The juxtaposition of 20 action-sports athletes representing the best skate, surf and motocross brands combined with the unsurpassed style of Frank Sinatra speaks to the unique sense of style and individuality that is the cornerstone of action sports and our brand."

In addition, PacSun's Facebook fans can access behind-the-scenes footage from the campaign and participate in the company’s Style Challenges for store and online rewards.

“By showcasing the best brands across TV, print and digital media, we are furthering PacSun’s 30-year leadership position with our core enthusiasts and at the same time bringing in new customers to our world of authentic California lifestyle,” said Schoenfeld. “Dress irresponsibly is about enjoying life, friends and embracing one’s own sense of style.”
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