# Oversized Denim Campaigns Pacsun Co-Created Better in Baggy with The Pacsun Collective By Laura McQuarrie | Published 2024-07-18 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/better-in-baggy References: [glossy.co](https://www.glossy.co/fashion/baggy-jeans-went-from-8-of-pacsuns-denim-sales-to-80-in-1-year/) & [pacsun](https://www.pacsun.com/) In 2023, approximately 8% of Pacsun’s denim sales consisted of [baggy oversized jeans](https://www.trendhunter.com/trends/jnco) but in 2024, baggy jeans now make up 80% of the company’s denim sales—and the youth-focused retailer launched the Better in Baggy [back-to-school campaign](https://www.trendhunter.com/trends/journeys-turn-it-up) in response. This campaign focuses on a wide range of oversized styles, including baggy denim, and showcases the brand's latest products through the eyes of The Pacsun Collective. Co-created by the brand's Gen Z consumer community members, the campaign visually tells the story of a friend group's journey through New York City, all while championing self-expression and individuality. "The shift towards baggy and loose-fits shows a movement towards comfort and individuality in fashion," said Richard Cox, VP of [Men's Merchandising and Global Partnerships](https://www.trendhunter.com/trends/whitening-mouthwash1), in a press release. ## Trend Insights (Trend Hunter) - Score: 5.8/10 - Popularity: 76% | Activity: 72% | Freshness: 25% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Youth-driven Co-creation:** Pacsun’s collaboration with The Pacsun Collective highlights the increasing influence of Gen Z in brand storytelling and product development. - **Comfort-focused Fashion:** The dramatic rise in sales of baggy denim emphasizes a growing consumer preference for comfort and loose-fit styles in everyday wear. - **Back-to-school Campaigns:** Pacsun's Better in Baggy back-to-school campaign signifies a strategic alignment with seasonal trends and youth market demands. ### Who This Affects Most - **Retail:** This trend showcases how youth-focused retailers are tapping into Gen Z preferences for self-expression and comfort. - **Fashion:** The dominance of baggy denim signals a shift in fashion design towards more inclusive and versatile clothing styles. - **Marketing:** Utilizing co-created campaigns that feature real consumer stories is reshaping marketing strategies across various consumer-centric industries. ## Related on Trend Hunter - [Inclusive Denim Campaigns](https://www.trendhunter.com/trends/torrid-jeans-for-life.md) - [Flattering Retro Oversized Denim](https://www.trendhunter.com/trends/jnco.md) - [Metaverse Apparel Campaigns](https://www.trendhunter.com/trends/pacsun-springsummer-2022.md) - [Curated Denim Capsules](https://www.trendhunter.com/trends/fall-24-collection.md) - [Ultra-Wide Collaborative Denim](https://www.trendhunter.com/trends/superwide-levis.md) - [Accessible Nostalgic Apparel Lines](https://www.trendhunter.com/trends/gap-and-den.md) - [Youthful Corporate-Inspired Capsules](https://www.trendhunter.com/trends/the-corporate-edit.md) - [Revamped Gen Z Fashion](https://www.trendhunter.com/trends/no-boundaries-1.md) - [Versatile Denim Capsules](https://www.trendhunter.com/trends/versatile-denim.md)