Challenge
Because Weekend needed to expand its brand visibility and accessibility, extending beyond its direct-to-consumer e-commerce model to reach new audiences through physical retail channels.
Initiative
To enhance brand presence and customer reach, Because Weekend launched a strategic retail expansion by placing its graphic tees and apparel in three established retailers:
Pacsun
Tillys
Tyler’s (TYLER’S Texas local stores)
This approach aimed to tap into each retailer’s unique customer base and drive wider exposure.
Context
Because Weekend, known for its playful graphic tees and lifestyle apparel, highlights a “weekend mindset” of relaxation, exploration, and spontaneity on its own site becauseweekend.com
Pacsun features Because Weekend merchandise, offering categories like men’s tees and tops via its online store Pacsun.
Tillys also carries the brand, including a range of Because Weekend tees available both online and likely in-store Tillys.
Tyler’s, a Texas-based retailer, includes multiple Because Weekend styles like embroidery-themed tees—such as Austin Boot and Texas Sunset designs—highlighting regional relevance
Impact
Expanded brand visibility across complementary retail environments—surf and youth culture at Pacsun, active-lifestyle shoppers at Tillys, and local Texan customers via Tyler’s.
Increased customer touchpoints: consumers can now experience the brand in-store and online through trusted retailers.
Diversified marketing leveraging each retailer’s unique audience and distribution strengths.
Strengthened brand credibility by being featured alongside well-known apparel labels in established retail chains.
Summary
Because Weekend successfully broadened its footprint by entering Pacsun, Tillys, and Tyler’s—each offering access to diverse, fashion-forward audiences and strengthening the brand’s retail presence.
