Pacsun Expands Its Cultural Presence, Merging Fashion and Music Through the Rolling Loud California 2025 Livestream

At Rolling Loud California 2025, Pacsun created livestream content that engaged its community through exclusive access, delivering an experience that blended fashion and music throughout the Rolling Loud California 2025 Livestream that was hosted on YouTube, Twitch and TikTok. The brand curated a VIP gifting suite backstage, offering artists and talent a place to connect while capturing content for the Rolling Loud California 2025 Livestream that brought audiences closer to the action. Partnering with TikTok creators, Pacsun extended the festival's reach beyond the venue, offering live streams, artist interviews, and real-time updates that resonated across digital platforms.

Many artists and streamers stopped by the backstage livestream activation, including BossMan Dlow, N3on, 1900Rugrat, Lazer Dim 700, Cash Cobain, Xavier Wulf, Tiacorine, Lay Bankz, Jordan Adetunji, Hurricane Wisdom, Luh Tyler, DC The Don, DJ Five Venoms, Skaiwater, Stunna Girl, Annabelle Kline, Speedy Morman, DoKnow, and Rolling Loud Co-Founders, Tariq Cherif and Matt Zingler.

As part of its festival-driven initiatives in creating a memorable livestream, Pacsun collaborated with notable influencers and content creators for the livestream, including Shea Durazzo and Colin Cox, who shared their unique Rolling Loud perspectives, amplifying the brand's presence online.

In addition to the backstage livestream activation, Pacsun gifted livestream viewers the exclusive Pacsun x Rolling Loud t-shirt, hats and tote bags as well as Pacsun denim multiple times throughout the festival's livestreams on TikTok, Twitch and YouTube over the weekend.

Festival season has become a key moment of Pacsun's cultural engagement. In 2024, the brand launched its Festival Campaign, collaborating with emerging artists to merge music and fashion in ways that authentically speak to its audience. Its efforts across the Rolling Loud California 2025 Livestream marks the kickoff of Pacsun's 2025 festival programming, with plans to further expand its footprint at major festivals, deepening its impact at the intersection of fashion, music, and youth culture.

"Music is a driving force in culture, and festivals are where communities come together to celebrate creativity and self-expression. At Pacsun, we're dedicated to more than just being present, we're actively shaping the experiences that matter to the next generation," said Richard Cox, Chief Merchandising Officer at Pacsun. "As we expand our footprint in festival culture, our focus remains on fostering authentic connections that inspire, engage, and bring our community closer to our core pillars, including music, and moments that move them."

By embedding itself in festival culture, Pacsun continues to evolve as a lifestyle brand that connects fashion, music, and community, reinforcing its purpose-driven approach to engaging the next generation.

Event imagery can be accessed HERE. Photo credit: Gavin Lueking, @luekingphotos

About Pacsun
Pacsun is a purpose-driven, leading specialty retailer offering a cross section of emerging brands and trending fashion through the lens of youth culture. Delivering the latest contemporary, streetwear, and activewear, Pacsun partners with the best brands at the intersection of fashion, music, art, and sport to offer curated collections, rare and exclusive products, and creative collaborations on every level to inspire the next generation. Founded in 1980 in Newport, CA, Pacsun is now co-created in Los Angeles. Follow @pacsun on TikTok, Instagram, X, Facebook and YouTube.

About Rolling Loud
Founded in 2015 by childhood friends and Miami natives, Matt Zingler and Tariq Cherif (8x Billboard Hip-Hop Power Players), Rolling Loud was built out of a flourishing South Florida hip-hop community that the pair cultivated through years of concert promotions. In a time where live hip-hop entertainment wasn't being taken seriously by the pop music machine, Rolling Loud shattered expectations from the jump – prompting them to expand at an unprecedented rate from Miami to Los Angeles, New York, San Francisco and Australia within 5 years and to Portugal, The Netherlands, Germany, Austria, Toronto and Thailand within 10 years. The festival not only brings hip-hop to fans around the world, it is where hip-hop history is made. From Lil Uzi Vert's iconic stage dive in 2017 to Ice Spice's first ever performance in 2022 to Future and Metro Boomin kicking off the Kendrick Lamar x Drake battle in 2024, the Rolling Loud stage is where it all goes down.

Rolling Loud's advancement is largely credited to its dedication to cultivating community in every market they touch, paving an opportunity for them to be revered as more than just a festival – it's a lifestyle brand. With a booming fashion and merchandising business that outsells some of the biggest artists in the world, a thriving media and production arm that creates content for other world-renown brands, and an unprecedented web3 model that integrates experience with digital ownership, Rolling Loud has built a 360º brand that fans, brands, and artists alike respect for its ingenuity and authenticity. Rolling Loud is the World's Largest Hip-Hop Festival, point blank period. Many have tried, but none have prevailed like Rolling Loud.

SOURCE Pacsun