Working with photographers Nicholas Maggio, Harper Smith and Andrew Kuykendall, PacSun has looked to capture the beauty and imagination of California through lifestyle imagery from such places as Lake Arrowhead, Los Angeles, Malibu, Pismo Beach, Big Sur, and San Francisco.
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Appearances by Rob Machado, Bucky Lasek, Chris Pfanner, Kelia Moniz, Ryan Dungey and Leo Romero, were significant in helping re-establish the brand among its male audience.
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Bad Rabbits traveled to Los Angeles in June 2010 to perform at the PacSun Ballyhoo festival on the Santa Monica Pier and meet with several producers.
The mall is home to over 150 stores including Abercrombie & Fitch, American Eagle Outfitters, Banana Republic, Cache, Charlotte Russe, GAP, Hollister Co., Hot Topic, The Limited, LOFT, PacSun, FYE, and Victoria's Secret.