How PacSun CEO Brieane Olson Turned a Bankrupt Retail Brand Into a $1 Billion Gen Z Powerhouse

How do you reinvent a legacy retail brand for an entirely new generation without losing its identity in the process?In this episode of The Conscious Capitalists, hosts Timothy Henry and Raj Sisodia sit down with Brieane Olson, CEO of PacSun, to explore one of retail’s most compelling transformation stories. Under Brianna’s leadership, PacSun evolved from a struggling mall retailer into a digital first, purpose driven brand approaching $1 billion in revenue by embracing a bold philosophy: co-creation.Drawing from her new book, Co-Created, and a recently released Harvard Business School case study, Brieane shares how PacSun built deep cultural relevance with Gen Z and Gen Alpha by inviting young consumers directly into the brand building process. From the company’s Youth Advisory Council to viral TikTok moments that moved hundreds of thousands of products organically, this conversation unpacks how listening became PacSun’s greatest competitive advantage.But this episode goes beyond marketing strategy. Brieane opens up about her personal leadership evolution, the role of purpose in navigating uncertainty, and why conscious leadership requires both humility and courage. Together, Timothy, Raj, and Brieane explore the tension between brand control and customer participation, the challenges of sustainability in youth retail, and how AI is reshaping the future of commerce.Listeners will gain insights into:How PacSun transformed from a legacy retailer into a culturally relevant Gen Z brandWhy co-creation is a business strategy, not just a marketing tacticThe role of PacSun’s Youth Advisory Council in shaping products, campaigns, and company directionHow a single organic TikTok moment helped sell more than 200,000 pairs of jeansWhy purpose and co-creation must work together to create authentic brand trustHow PacSun is approaching AI adoption across the organization while remaining intentionally human centeredThe operational challenges of moving at the speed of culture in modern retailWhether you’re leading a consumer brand, navigating organizational transformation, or exploring what conscious leadership looks like in practice, this episode offers a powerful case study in how companies can grow by listening more deeply to the communities they serve.If you enjoy this podcast, would you consider leaving a review on Apple Podcasts/iTunes? It takes only a few seconds and greatly helps us get our podcast out to a wider audience.Please subscribe on Apple Podcasts / Spotify / Stitcher, or wherever you get your podcasts.For transcripts and show notes, please go to: The Conscious CapitalistsThis show is presented by Conscious Capitalism, Inc. and is produced by Rainbow Creative with Matthew “MoJo” Jones as Executive Producer, and Nathan Wheatley as Editor.CHAPTERS00:00 – Welcome & Introduction01:45 – Meet Brianna Olson & the PacSun Transformation05:35 – What Is Co-Creation? The Strategy Explained10:50 – The Youth Advisory Council & Gen Z Leadership18:30 – Purpose, Conscious Capitalism & Finding Her True North22:40 – The Viral TikTok Moment That Sold 200,000 Pairs of Jeans36:20 – Purpose as a Framework for Co-Creation40:00 – Building Community & Real-Time Customer Feedback50:50 – From $785M to Nearly $1 Billion in Revenue55:00 – How PacSun Is Using (and Not Using) AI01:05:00 – Sustainability, Suppliers & Affordability01:21:00 – Closing Thoughts & Final TakeawaysThank you for your support!Timothy & Raj