Pacsun uses TikTok creator to sell 11,000 jeans in 48 hours
In November 2023, Pacsun sold 11,000 pairs of its Casey Jean in Astrid Wash after a TikTok video by creator Lyla Biggs went viral two days before Black Friday. The brand said the surge generated over $20 million in sales on TikTok alone.
Biggs, who had roughly 5,000 followers at the time, is a member of Pacsun’s TikTok affiliate creator program. Pacsun, founded in 1980 as a surf shop, now markets to Gen Z and Gen Alpha shoppers. The video featured the low‑rise Casey Jean in Astrid Wash, a style that helped the brand capture a sudden spike in demand.
“Brands are going to make the mistake of believing the attention economy is about capturing more attention, and it is not,” Kim Vernon, marketing veteran formerly of Calvin Klein and Prada Group said.
The panel occurred at Impakt, an invite‑only business conference in New York City on a Tuesday. Panelists including Channing Bailey of Channing & Company, brand strategist Christine Keeley, and Vylit co‑founder Ami Gan echoed the need to find the right community amid a crowded market. The conversation occurred weeks before Black Friday, when U.S. online shoppers spent $11.8 billion the previous year according to Adobe Analytics.
What we know
Pacsun was 43 years old when it had a major internet moment.
It was November 2023, just two days before Black Friday, when TikTok influencer Lyla Biggs posted a clip of her wearing a pair of low-rise jeans known as the Casey Jean in Astrid Wash.
In 48 hours, it sold 11,000 pairs.
The brand said it made over $20 million in sales on TikTok alone.
At the time, Biggs reportedly only had around 5,000 followers on the app (she currently has nearly 350,000 followers as of posting).