PacSun announces Seneca Rising line as part of new initiative

Press Release:

Anaheim, Calif. (May 16, 2011) – As part of a new initiative called The Trade Collective^TM, PacSun is excited to announce a number of limited edition collaborations with designers whose product will be available at PacSun stores nationwide. The first brand to launch as part of The Trade Collective will be Seneca Rising, designed by Andi Ballard and available in PacSun stores starting on June 5.

“In this collection for PacSun, I took Seneca Rising’s signature prints, blended it with vintage mesh and airy lightweight cotton to create playful, modern silhouettes in time for the Back to School season,” said Andi Ballard, designer and co-founder of Seneca Rising.

“Seneca Rising’s flirty yet tomboyish styles embody the true essence of effortless style, perfect for the PacSun woman.”

“We are thrilled to showcase Seneca Rising as our first featured brand in The Trade Collective,” said Christine Lee, Senior Vice President, Women’s Merchandising “Seneca Rising is a perfect fit for PacSun as it embodies a modern bohemian style that speaks to our female customer.”

About Pacific Sunwear of California, Inc.

Pacific Sunwear of California, Inc. and its subsidiaries (collectively, the “Company” or “PacSun”) is a leading specialty retailer rooted in the action sports, fashion and music influences of the California lifestyle. The Company sells a combination of branded and proprietary casual apparel, accessories and footwear designed to appeal to teens and young adults. As of May 16, 2011, the Company operates 825 stores in 50 states and Puerto Rico. The Trade Collective is a trademark of PacSun. PacSun’s website address is www.pacsun.com.

About Seneca Rising

Seneca Rising was founded in 2008 by designer Andi Ballard. Named after the street in Virginia where the designer grew up, Seneca Rising is a femininely modern blend of nostalgic, free-flowing tees, tanks, dresses and bottoms perfect for layering and easily transitional. Unique with custom-made fabric and original art, Ballard combines kitschy and girly vintage prints, colors and details combined with strong industrial shapes and architecture.

Vintage fashions, music and memories of Ballard’s folk rock musician mom inspire the L.A. – based designer’s girly tomboy aesthetic. For additional information on Seneca Rising, visit www.senecarising.com.