Once a mall mainstay for California teens in board shorts and logo tees, Pacsun is looking to age up with its audience. This time, it’s through the lens of a new premium eyewear collection.
The summer 2025 release marks the brand’s foray into high-end accessories, a tidy capsule of four unisex acetate frames with hand-polished finishes and barely-there gold interior branding. No shouty logos here, which is either restraint or savvy, depending on how you see it.
Pacsun Premium Eyewear Summer 2025 Collection
Retailing at $60 and sold exclusively through Pacsun’s channels, the glasses arrive as part of a larger strategy to court the now-grown Gen Z customer who might still prefer California sun but now wants less flash and more design intent.
This follows Field of Study, Pacsun’s elevated menswear line, pointing to a label quietly retooling itself for a more style-conscious future.
“Sunglasses might seem like a small detail, but they say everything about how someone shows up,” says Richard Cox, Pacsun’s Chief Merchandising Officer. “We’re evolving alongside [our audience] as their personal style becomes more intentional.”
The move isn’t radical, but it’s smart. Minimal, wearable, and well-priced, these frames reflect a shift in taste for both the wearer and the brand. That shift leans toward something less performative and more mindful. Call it coming of age, Pacsun-style.
