Co-Created: The Cultural Strategy That Redefined Pacsun

A Culture-First Strategy for Brand Reinvention

In a marketplace defined by change, legacy brands can't afford to operate on outdated playbooks. In Co-Created, Pacsun CEO Brieane Olson reveals how the brand achieved cultural relevance and business transformation--not by leading Gen Z, but by building alongside them.

Told through Olson's leadership perspective, this book details how Pacsun embedded co-creation across every level of the business. From creator partnerships and viral content to purpose-driven investment, Co-Created offers a framework for brands to align with fast-moving cultural expectations while maintaining operational focus.

This book shows how cultural fluency can drive long-term growth, whether you're navigating disruption, repositioning a brand, or launching something entirely new.

Key takeaways include:

• How to operationalize co-creation across marketing, merchandising, and leadership
• Strategies for aligning brand values with community impact
• Lessons from high-growth brand partnerships and Gen Z collaboration
• A framework for turning real-time insights into strategic action
• How to lead transformation without losing authenticity

"Brieane Olson is the rare leader who blends vision with heart. In Co-Created, she shows how courage, community, and creativity can transform even the most legacy-bound brand into a cultural force. This book is a masterclass in transformation, but it is also a love letter to what's possible when vision meets resilience. Brieane's courage to challenge the legacy playbook, her relentless pursuit of relevance, and her ability to fuse creativity with operational excellence are the reasons Pacsun stands as a case study in reinvention. As a friend and client, I couldn't be more proud to stand beside Brieane as she shares this story with the world and witness her redefining what female leadership looks like--bold, inclusive, and unapologetically authentic."
-- Jennifer Prince
Chief Commercial Officer, Los Angeles Rams

"Co-Created is a definitive look at business transformation. Brieane Olson shows how Pacsun put community at the center to move forward with resilience, creativity, and leadership. It's a story of reinvention in a time when culture moves fast and expectations move faster. Every leader, in any industry, will find lessons worth carrying into their own work."
-- Russell Wallach
Global President, Live Nation

"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, 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? Here strategy was forged not in isolation but in co-creation through authentic engagement with customers, purpose-led leadership, and an open and collaborative culture. Olson will convince you that it all is a deeply human endeavor. 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

"Co-Created is a masterclass in how legacy retailers can reclaim cultural relevance by listening deeply, empowering creators, and inviting communities to help shape the brand. Brieane Olson shows that true transformation isn't about chasing trends--it's about building purpose-driven ecosystems where customers feel seen, heard, and inspired to co-create the future."
-- Jill S. Dvorak
Senior Vice President, Content at NRF

"Co-Created is such an inspiring and insightful look at how culture, creativity, and community can truly transform a brand. Brie's leadership shines through every page. She shows what it means to listen deeply, to build with purpose, and to lead boldly in a constantly evolving landscape. This book isn't just about Pacsun's reinvention, it's a playbook for any leader who wants to create meaningful impact by putting people and values at the center. I have such admiration for Brie as a leader, and I couldn't be more excited to celebrate this important work."
-- Jennifer DiPasquale
President & Co-Founder, Women in Retail + Total Retail

"Co-Created by Pacsun CEO Brieane Olson is an intimate description of corporate culture change that has led to the (co)creation of one of the most amazingly successful clothing and accessories brands today. Olson's refreshingly honest writing style describes both early pitfalls (leading to a chapter 11 restructuring) and careful strategic rethinking to go from a surf-and-skate retailer selling other brands to an own-brand company which puts authentic community building front and center. This book details the secrets behind what I call the First Law of Customer Centricity: Build from the outside-in rather than sell from the inside-out. This is a must-read for both legacy brands needing transformation and all companies who seek to understand the power of nextgen audience marketing."
-- Rohit Deshpande
Sebastian Kresge Professor of Marketing Emeritus, Harvard Business School

"In Co-Created, Brieane Olson offers more than a story of Pacsun's reinvention--she presents a masterclass in authentic, purpose-led leadership. What stands out most is Brieane's leadership philosophy: she reminds us that when companies are rooted in their values and evolve with intention, they don't just sell products--they build communities and create lasting impact."
-- Artemis Patrick
President & CEO, SEPHORA North America

"Brieane Olson understands what so many leaders still miss: Creators aren't just collaborators, they're co-architects of culture."
-- Chris Detert
Co-Founder & Chief Communications Officer, Influential

"Co-Created captures Brie's brilliance as a leader who sees what others can't. With vision, creativity, and a deep understanding of culture, she reimagined Pacsun's future while inspiring teams to build with heart and purpose. This book isn't just about brand transformation--it's a powerful blueprint for how Brie's unique blend of cultural insight and bold leadership can drive lasting growth."
-- Melissa Campanelli
Co-Founder, Women in Retail Leadership Circle

"It is a privilege to discuss Brieane Olson and her new book, Co-Created, which highlights her vital contributions and vision for Pacsun's evolution in recent years.

Today, the company represents far more than a retail brand; it stands as a cultural interpreter and leader within the industry, thanks to its thoughtfully curated designs and innovative marketing strategies.

Throughout her career, Brieane has been an invaluable friend, business partner, mentor and source of inspiration across both creative and business sectors.

As a prominent female leader in the fashion industry, she not only supports emerging designers but also champions established brands, delivering an empowering message to a new generation of young girls and future industry leaders.

Her authentic insights into the intersection of fashion and contemporary culture underscore her strengths, grounded in integrity and a nuanced understanding of today's landscape.

I consider myself fortunate to be part of her circle and wish her ongoing love, success, and happiness as she navigates her journey."
-- Jeff Hamilton

"Pacsun gave me one of my first opportunities as a creator; seeing my casual fit check in my room turn into something way more impactful was incredibly surreal. It showed me firsthand how forward-thinking companies like Pacsun can empower creators to spark change. Co-Created beautifully captures that exact spirit of listening, connecting, and collaboration."
-- Lyla Biggs
Influencer

"I have worked closely with Brie for 14 years and have witnessed her leadership skills up close. It is one thing to have a (co)Create strategy in mind (which is brilliant, by the way) but it is another matter entirely to have the leadership skills to bring it to life. Brie and her team have done an exemplary job of infusing the (co)create vision throughout the organization and rallying all of PacSun's (co)creators to collaborate and propel the PacSun brand forward.

In this book, Brie does a terrific job not only describing the vision of customer centric (co)creation, she also spells out a roadmap that every reader can follow to make it a reality. At Golden Gate Capital, we are delighted to have been along for this tremendous ride and are grateful to be a partner with Brie and her team."
-- Neale Attenborough
Managing Director, Golden Gate Capital

"I have had the distinct pleasure of working in partnership with Brie over the past 14 years at PacSun. Brie is a rare talent, whose leadership inspires all around her--from the talented employees at PacSun, to the many creative and collaborative relationships with partner brands, co-creators, and suppliers. I am excited that Brie has put pen to paper to share PacSun's incredible journey. Co-Created is a 'must read' for any leader aspiring to create an enduring connection with their customers."
-- Mike Montgomery
Managing Director, Golden Gate Capital

"Brie Olson was a classmate with whom I shared both joys and hardships at Harvard Business School's AMP, and we were the only participants from the fashion industry.

In November 2024, during the collaboration between WILDSIDE--Yohji Yamamoto Inc.'s new project focused on partnerships--and Pacsun, launched at Complex Con Las Vegas, she proposed a market-conscious branding strategy, welcoming Formula 1 to attract new fan bases.

Her business strategy--consistently prioritizing a market-in perspective, including the element of 'good surprise, ' while remaining trend-conscious--stems, I believe, from her profound insight and overflowing passion for the market.

I look forward to seeing her continue to spearhead Pacsun in bringing fresh energy to the fashion industry."
-- Tsuyoshi Muraki