Pacsun brought its “Denim Starts Here” campaign to life at its SoHo store in New York City last week.

The Gen Z-focused retailer transformed the flagship into an interactive back-to-school experience, giving consumers a hands-on way to engage with the campaign built around self-expression and individuality.

“Denim has always been at the heart of who we are, and back-to-school is one of the biggest moments of the year for our community to make it their own,” said Richard Cox, chief merchandising officer at Pacsun. “We wanted this day to be a true celebration of co-creation, bringing together partners we love to meet young people where they’re already gathering. Activations like this give us the opportunity to bring that philosophy to life, creating authentic moments that deepen our connection with customers while celebrating their individuality.”

The event featured a dedicated denim station where guests could customize their own jeans with embroidery and stitching.

Pacsun’s viral Kaia Ultimate Low Rise Baggy Jean was highlighted in some of the giveaways. A coffee cart on-site served complimentary specialty beverages, including the Kaia Caramel Latte, named after the jean. A few blocks away, Leon’s Bagels offered an exclusive Kaia Bagel, served with blue cream cheese.

In a prior interview with SJ Denim, Cox said the Kaia Ultimate Low Rise Baggy Jean is the product of “responding to clear customer demand, supported by both the data and the ongoing dialogue we have with our community.” The jean is the brand’s fast-growing denim silhouette.

The back-to-school shopping experience also included a beauty station and branded photo moment courtesy of Ulta Beauty. Consumers could also try a claw machine for the chance to win beauty products. The activation marked the in-store debut of the Pacsun x Ulta Beauty collaboration, which is set to launch on Aug. 6.

Pacsun launched the “Denim Starts Here” campaign earlier this month. The campaign showcases the retailer’s widest denim assortment yet. It shot location at a college campus and features a cast of real friends alongside talent.