Inside PacSun: The Secret To Winning Gen Z, AI, and Fashion’s Future With CEO, Brieane Olson

Brieane Olson is the CEO of PacSun, where she has worked for 17 years. With over two decades of experience in the retail industry, she spearheaded PacSun’s collaborations with cultural figures like Kanye West and Kendall and Kylie Jenner. Brieane is also a board member at Women in Retail Leadership, Shoptalk, and Design Thinking for UC schools.

Fashion brands face the ongoing challenge of remaining relevant in youth culture. With shifting values, rapid trend cycles, and a demand for authenticity, many businesses struggle to connect with Gen Z and Gen Alpha in meaningful ways. How can brands stay ahead while building long-term loyalty with a constantly evolving consumer?

Fashion, youth culture, and retail leadership expert Brieane Olson has transformed a leading youth fashion brand into a cultural movement by embracing innovation, co-creation, and purpose-driven leadership. She emphasizes balancing bold innovation risks with data-informed decisions, like investing in new technology early on while building long-term partnerships with influencers to drive trust and engagement. By leveraging social listening through platforms like TikTok and Discord, building a community through co-creation, and ensuring each initiative aligns with a clear, resonant mission, brands can build loyalty with younger generations.

Tune in to this episode of the Up Arrow Podcast as William Harris welcomes Brieane Olson, the CEO of PacSun, to discuss staying culturally relevant in the fast-paced realm of youth fashion. Brieane talks about navigating brand evolutions, the role of technology in the future of retail, and lessons and tips for unlocking the next stage of brand growth.