In 2023, approximately 8% of Pacsun’s denim sales consisted of baggy oversized jeans but in 2024, baggy jeans now make up 80% of the company’s denim sales—and the youth-focused retailer launched the Better in Baggy back-to-school campaign in response.
This campaign focuses on a wide range of oversized styles, including baggy denim, and showcases the brand’s latest products through the eyes of The Pacsun Collective. Co-created by the brand’s Gen Z consumer community members, the campaign visually tells the story of a friend group’s journey through New York City, all while championing self-expression and individuality. “The shift towards baggy and loose-fits shows a movement towards comfort and individuality in fashion,” said Richard Cox, VP of Men’s Merchandising and Global Partnerships, in a press release.
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