Pacsun CEO outlines strategy to win over Gen Z

Inside the Metropolitan Museum of Art's Great Hall, a violinist played as columns glowed orange and cocktail tables were topped with magenta peonies for the launch of Brieane Olson's new book, "Co Created: The Cultural Strategy That Redefined Pacsun." The artsy setting stood in contrast to the mall-based, casual coastal image many associate with the brand.

Olson said Pacsun is now speaking directly to Gen Z to "inspire the next generation and build community to create a better world at the intersection of sport, music, art, and passion." She acknowledged the aim is lofty and often meets resistance. The approach is not theoretical.

Pacsun has partnered with Selena Gomez's Rare Beauty, Formula 1, and Roc Nation, and those moves coincide with the company closing in on $1 billion in annual sales in 2025, with revenue growing about 10% each year for the past two years.

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