Land Rover launched a branded fashion collection with California fashion retailer Pacsun, with a pre-fall collection that harkens back to 1990s Land Rover branded clothing.
Land Rover launched a branded fashion collection with California fashion retailer Pacsun, with a pre-fall collection that harkens back to 1990s Land Rover branded clothing.
The collection is designed to focus on Land Rover’s heritage, with 90s-style two-dimensional Land Rover logos, original Defenders, and simple forms. With Pacsun designing the collection for their Gen Z target market, the fit is looser, and many of the pieces could be right off the Land Rover Gear shelf at a 1990s dealership.
In mid-September, an expanded collection will go on sale, with women’s and kids’ clothes.
Pacsun’s core market is 18-24 year olds, and they’ve found that that demographic is very into “unique brand experiences,” of which this collaboration is one. Part of the intent of the collection is to provide these Gen Z shoppers with a luxury travel brand to aspire to, particularly as they look to travel on the other side of the pandemic. Though the collection is designed in part to resemble Land Rover's 1990s aesthetic, it is unlikely any of these Gen Z shoppers remember the magic of 1990s Land Rover firsthand.
The launch was held on August 17th at Pacsun’s Downtown LA retail store, with a NAS Defender 110 parked outside as a prop.
The full Pacsun x Land Rover collection is available on Pacsun’s website, though the items are limited. Check out the collection here.
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