Pacsun CEO Brieane Olson Will Bring Her Debut Book to At Least 12 Campuses, Expanding Pacsun’s Ongoing Dialogue with Gen Z

LOS ANGELES, Oct. 7, 2026 /PRNewswire/ — Young people have played a central role in shaping Pacsun’s evolution, with Gen Z voices informing everything from product and partnerships to experiences and culture. Following a series of conversations with students at schools and universities this year, Pacsun, the purpose-driven fashion retailer rooted in youth culture, is expanding that dialogue with an official college tour inspired by CEO Brieane Olson’s debut book, Co-Created: The Cultural Strategy That Redefined Pacsun. The tour will bring Pacsun’s story directly to students with the goal of inspiring young people to recognize the power of their voices and the role they can play in shaping the future.

The tour officially kicked off at the University of Southern California on October 6, with Olson set to visit at least 12 campuses over the next year. Upcoming stops include a return to Harvard Business School on November 1, where Olson will join professors in a discussion of the Harvard case study. Additional campus visits are being planned with Stanford University; Duke University; University of California, Irvine; Chapman University; and San Diego State University. The tour builds on student engagements at Harvard Business School and Columbia Business School earlier this year, creating an ongoing opportunity for Olson to share Pacsun’s experience while hearing directly from students about their ideas, ambitions, and vision for the future.

“Co-Created began as a way to share Pacsun’s transformation and the incredible impact young people have had on our business, but our bigger goal has always been to inspire the generation that made that transformation possible,” said Brieane Olson, CEO of Pacsun. “The conversations I’ve had with students this year have made this next chapter especially meaningful to me. I want young people to recognize the power of their voices, trust their ideas, and see the impact they can have on the future of business and culture. This tour gives us an opportunity to continue learning from them while sharing the lessons that have shaped our journey.”

That two-way dialogue is already embedded across Pacsun’s business. Through its Youth Council, annual Youth Report, ambassador program, and PS Community Hub, Pacsun has created ongoing channels for young people to share their viewpoints and inform the brand’s evolution. The college tour extends that approach into a new setting, creating opportunities for conversations around community, purpose, leadership, and the role younger generations can play in influencing business and culture.

Pacsun’s co-creation model has also become a subject of academic study at Harvard Business School. “Pacsun: Co-Creating a Purposeful Take on Retail,” a case study developed and led by Professor Cynthia Montgomery, examines the company’s evolution and its approach to putting young consumers at the center of business decision-making. The case was introduced to Harvard Business School students this spring, further extending the principles behind Co-Created into the classroom.

Released May 12, Co-Created chronicles Pacsun’s evolution from a traditional top-down retail model toward one shaped alongside its community. The book explores the role listening, community, and youth voices have played across Pacsun’s product, content, partnerships, experiences, and broader business strategy.

The official college tour brings Pacsun’s co-creation story to students across the country, creating space for continued dialogue while encouraging the next generation to recognize the influence they can have on business, culture and the future. Additional campus stops will be announced throughout the year.

About Pacsun
Pacsun is a purpose-driven, leading specialty retailer offering a cross section of emerging brands and trending fashion through the lens of youth culture. Delivering the latest contemporary, streetwear, and activewear, Pacsun partners with the best brands at the intersection of fashion, music, art, and sport to offer curated collections, rare and exclusive products, and creative collaborations on every level to inspire the next generation. Founded in 1980 in Newport, CA, Pacsun is now co-created in Los Angeles. Follow @pacsun on TikTok, Instagram, X, Facebook, and YouTube.

Press Contact
Kate Fosha George
kgeorge@pacificsunwear.com

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