The influence of attaching hydrophobic side groups to a polyelectrolyte, used for deposition of a multilayer oxygen gas barrier thin film, was investigated. Polyethyleneimine (PEI) was labeled with pyrene and deposited in “quadlayers” of PEI, poly(acrylic acid), PEI, and sodium montmorillonite clay using layer‐by‐layer assembly. Thin films made of three repeating quadlayers using unmodified PEI had much lower density (1.24 g/cm3) than pyrene‐labeled PEI‐based films (1.45 g/cm3), which is believed to be the result of greater chain coiling from the increased hydrophobicity of pendant pyrene groups. This increased density in pyrene‐labeled PEI layers allowed three quadlayers to match the oxygen transmission rate of a four quadlayer film made with unmodified PEI. This discovery provides an additional tool for tailoring the barrier behavior of clay‐based multilayer thin films that could prove useful for a variety of packaging applications. © 2014 Wiley Periodicals, Inc. J. Polym. Sci., Part B: Polym. Phys. 2014, 52, 1153–1156