What does it take to stay relevant in the fast-moving world of Gen Z and Gen Alpha? For Brieane Olson, CEO of PacSun, it’s all about purpose, co-creation, and bold innovation. From signing the Jenner sisters before they became household names to bringing PacSun into Roblox and TikTok Shop, Breanne has made youth culture the company’s North Star.

In this episode of The Retail Pilot, co-hosted by Melissa Gonzalez, we dive deep into how PacSun evolved from a legacy mall brand to a billion-dollar leader in digital-first, Gen Z–centric fashion and what other retailers can learn from their fearless approach.

In this conversation, Brieane shares:

• Her start in retail at age 15 and journey to the CEO seat

• How co-creation with micro-creators is driving viral sales and brand affinity

• The power of music, festivals, and physical retail in the digital age

• How PacSun uses AI across its stores, associate experience, and creative strategy

• The evolving role of Gen Alpha and why brands must meet them where they are

• Why social commerce is no longer optional and how to build it authentically

• Her leadership philosophy rooted in purpose, curiosity, and constant evolution
  

Whether you're a retail executive, marketer, founder, or just obsessed with youth culture trends, this episode is full of actionable insights on what it takes to lead with relevance, empathy, and a fearless willingness to evolve.

If you loved this conversation, don’t forget to follow and rate the show, and share this episode with someone who’s building the next big thing in retail. Your next favorite strategy might just be one listen away.

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