We partnered Modelo with PacSun, a leading trend retailer, for a Dia de los Muertos capsule collection honoring Mexican heritage and design. Anchored in authentic storytelling, the collection featured graphic tees, fleece, and accessories showcasing vibrant skeleton motifs, sugar skulls, and the holiday’s notable motif, La Catrina, designed by legendary Mexican printmaker, José Guadalupe Posada.

Launched during the Dia de los Muertos holiday period, the collaboration came to life through elevated retail storytelling, including custom in-store merchandising and behind-the-scenes video content featured at key doors including PacSun's SoHo flagship store. Modelo x PacSun was an immersive cultural moment that demonstrated how licensing can lead with authenticity, respect, and purpose.