Last week, Pacsun brought a group of Gen Z creators to Jackson Hole, Wyoming, for a Fall denim experience that fused western tradition with cultural relevance. But this trip was about more than showcasing product—it was about reimagining how brands engage with community.
From horseback rides to the local county fair, our creators weren’t just documenting the moment—they were shaping it. Their content wasn’t scripted; it was lived, authentic, and resonant. In the first few days, we saw over 85 million in reach, fueled entirely by organic, creator-led storytelling.
This is the power of co-creation. When you build with your audience, not just for them, you foster trust, cultural momentum, and emotional connection.
As CEO of Pacsun, I’ve seen how relevance today is no longer about top-down messaging—it’s about shared meaning. And that begins with inviting your community into the process.
If you’re building a brand with the next generation in mind, how are you inviting your community in? I’d love to hear from you. Let’s keep the conversation going.
Storytelling is powerful! Nothing build community better than storytelling through shared experiences in two areas - food and clothing. This is brilliant!
I love that Pacsun brought such a vibrant group to one of my favorite places on earth to highlight not just great clothes, but how great clothes make for great times. Co-creation is definitely a powerful community-building tool, but also a story-telling one. And we all needs stories to inspire us. Thanks for sharing this!l, Brieane.