Breaking the Retail Script

The Power of Co-creation

By Brieane Olson, CEO of Pacsun

When I started at Pacsun nearly two decades ago, we were known for surf, skate, and mall storefronts across America. We were a house of brands, not a brand ourselves.

But youth culture doesn’t stay still — And neither did we.

Today, Pacsun is being reimagined at the intersection of fashion, sport, art, and music—powered by co-creation and built with community at the center. Gen Z creators aren’t just reshaping the industry—they’re reshaping us. And we’re listening.

Pacsun was born in California.

Now, it’s becoming a global conversation.

Why Substack? Why Now?

Because leadership today isn’t about polished press releases or strategy decks.

It’s about showing your work—especially when the rules are being rewritten in real time.

This isn’t a newsletter for PR headlines or perfectly packaged success stories.

This is where I’ll write in the open—about what’s working, what we’re still figuring out, and what it really takes to stay relevant when culture moves faster than commerce.

What You Can Expect

This space is for the thinkers, builders, and brand-makers navigating the edge of disruption. I’ll be exploring questions like:

• What does it really take to stay relevant to Gen Z and Gen Alpha?

• Why co-creation isn’t a buzzword—it’s a business model.

• How can legacy brands disrupt themselves—without losing their soul?

• What does it mean to build a brand that stands for something beyond product?

• How is social commerce shifting the center of gravity in retail?

Whether you’re in fashion, tech, culture, or somewhere in between—

this is a space for real talk and big vision.

The Road Ahead

I’ve always believed that the best ideas come from conversation—among the creatives, entrepreneurs, students, and disruptors building what’s next.

So if you’re designing your first capsule collection, scaling your second startup, or just obsessed with where commerce meets culture:

I hope this space sparks something for you.

Thank you for being here.

Let’s challenge convention and build for the future—together.

— Brieane