Youth Culture

Pacsun Collective

Culture isn't
created alone.

Co-Create is Pacsun's platform for collaboration, information sharing, and cultural partnership. Built with the next generation. For the next generation.

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The Book

Book Cover — Co-Created
Available Now

Co-Created

By Brieane Olson

How Pacsun transformed from a legacy retailer at a crossroads into a cultural force by building with the next generation of consumers. This is the story of listening, adapting, and co-creating culture alongside the people who define it.

Written by Pacsun CEO Brieane Olson, Co-Created offers a blueprint for brands ready to evolve beyond traditional retail and become true cultural partners to their communities.

Brieane Olson

Brieane Olson

Chief Executive Officer, Pacsun

Get the Book

"I know firsthand that collaborating with your community is the secret to building something truly iconic. Co-Created is Brie Olson's love letter to culture and creativity—showing how listening and co-creation can transform not just a brand, but the world around it. Community as the new couture! That's hot."

Paris Hilton

CEO of 11:11 Media, Entrepreneur, Advocate, Celebrity

"Pacsun's evolution is a fascinating example of the possibilities unlocked when brands operate with an eye towards what's next. They recognized that the future of shopping is about creating an ecosystem where brands, creators, and communities come together. With this, they were one of our first partners to seize the opportunity in discovery-led e-commerce. It's a great lesson in modern brand building."

Shou Zi Chew

CEO of TikTok

"Turnarounds are challenging, each in their own way. Yet, in Olson's hands, Pacsun's turnaround is a joyous re-creation that results in a new answer to the most fundamental of questions: Why is this business relevant?...Get inspired by what she and her team did at Pacsun –then imagine what you could achieve."

Cynthia A. Montgomery

Charles B. (Tex) Thorton Chair, Advanced Management Program, Harvard Business School

Initiatives

Building culture through
action, research & community.

Explore the programs and platforms driving Pacsun's mission to empower the next generation.

Youth Report

Research

Youth Report

Pacsun's annual deep dive into the values, behaviors, and aspirations of the next generation. The definitive resource for understanding youth culture today.

Read the Report
Youth Purpose Summit

Events

Youth Purpose Summit

Pacsun's inaugural Purpose Partner Summit brought together powerful voices in youth culture and community through purpose-driven leadership and collaboration.

Learn More
PSHub App

Digital

PSHub

Pacsun's dedicated app experience connecting employees, partners, and the community to everything happening across the brand ecosystem.

Download on App Store
The Podcast

Media

The Podcast

An in-house podcast from Pacsun's CEO exploring the intersection of culture, commerce, and the next generation. New conversations coming soon.

Connect

Let's build something
together.

Whether you're media, a brand, or an organization — we're ready to collaborate.

Media

Press inquiries, interview requests, and editorial partnerships.

Business Partners

Strategic collaborations, licensing, and distribution opportunities.

Brands

Co-branded initiatives, capsule collections, and cultural collaborations.

Organizations

Nonprofit partnerships, community programs, and youth-focused initiatives.

Get In Touch

Tell us about your interest and we'll connect you with the right team.