Take Command: A Leadership Podcast
Episode: Next-Gen Influence: PACSUN’s Strategy to Own the Future of Youth Culture
Host: Joe Hart
Guest: Brianne Olson, CEO of PacSun
Release Date: July 8, 2025

Introduction

In this compelling episode of Take Command: A Leadership Podcast, host Joe Hart engages in an insightful conversation with Brianne Olson, the dynamic CEO of PacSun. Brianne shares her extensive journey in the retail and fashion industry, shedding light on how she has steered PacSun towards becoming a leading youth culture brand through innovative strategies and authentic leadership.

Brianne Olson's Journey to Leadership

Brianne Olson's path to becoming the CEO of PacSun is a testament to her passion and dedication to the fashion and retail industry. Starting her career at the age of 15 in the stockroom of Banana Republic in San Diego, Brianne's early experiences laid the foundation for her understanding of retail dynamics.

Brianne Olson [00:42]: "I've always loved the retail and fashion industry. It's been a part of creative expression and a part of me since I was a child."

Her academic pursuits took her to Italy, where she immersed herself in high-end luxury fashion, working with prestigious brands like Valentino and Gianfranco Ferre. This international exposure enriched her perspective on storytelling and brand heritage, which later influenced her strategies at PacSun.

Reinventing PacSun: Strategies and Innovations

Joining PacSun 18 years ago, Brianne witnessed the brand's evolution firsthand. Upon stepping into the CEO role in 2023, she spearheaded initiatives to reposition PacSun from a "house of brands" to a brand-centric entity, with over 50% of its products now bearing the PacSun label.

Brianne Olson [10:22]: "We were a house of brands. Now over 50% of our product is PacSun branded, and that's what our customers really love and know us for."

Under her leadership, PacSun has embraced high-profile collaborations with influencers and celebrities like Kylie and Kendall Jenner, as well as pioneering ventures into AI and the Metaverse. These moves have not only reinforced PacSun’s presence in the market but also aligned it closely with Gen Z and Gen Alpha consumers.

Leadership Philosophy and Authenticity

Brianne's leadership style is deeply rooted in authenticity and a continuous evolution of her skills. She emphasizes the importance of inspiring purpose and empowering others to drive meaningful change.

Brianne Olson [00:00]: "We are all a work in progress... leadership is the ability to inspire purpose."

Her approach involves fostering a culture of gratitude and optimism, which helps in navigating challenges and turning potential setbacks into learning opportunities.

Brianne Olson [07:37]: "Staying very grounded in a mindset of gratitude allows you to see it as an opportunity versus a challenge."

Building and Maintaining Customer Connections

A cornerstone of PacSun’s success under Brianne’s leadership is its deep connection with the customer. By adopting a co-creation model, PacSun actively involves its community in shaping the brand, ensuring that it remains relevant and resonant with its audience.

Brianne Olson [14:23]: "How can we create the brand PacSun together with our community?"

Initiatives like the PacSun Collective amplify diverse voices and foster a sense of belonging among consumers. Additionally, PacSun's strategic presence on platforms like Roblox and TikTok showcases their commitment to meeting customers where they are, both physically and digitally.

Embracing AI and Digital Transformation

Brianne acknowledges the transformative role of AI in modern business. At PacSun, AI is seamlessly integrated across various operations, from enhancing customer experience to optimizing supply chains. The establishment of an AI council with an 18-month roadmap underscores PacSun’s commitment to leveraging technology responsibly.

Brianne Olson [31:19]: "AI is integrated fairly consistently across all facets of our business."

However, she remains cautious about its application in the creative space, ensuring that the brand’s artistic integrity remains uncompromised.

Personal Well-being and Leadership

Balancing a demanding role as CEO, Brianne prioritizes personal well-being through several practices. She attributes her resilience and effectiveness to a regimen that includes reading, sufficient sleep, physical activity, and meditation.

Brianne Olson [28:37]: "The power of even a two or three or five-minute meditation is an incredible reset."

Moreover, maintaining strong family connections provides her with the necessary emotional support to lead effectively.

Final Insights and Advice

As the conversation draws to a close, Brianne shares invaluable advice for aspiring leaders: the power of pausing and embracing vulnerability. These practices not only enhance decision-making but also strengthen relationships within teams.

Brianne Olson [32:27]: "The power of pause... and the power of vulnerability has been a second but interconnected piece of really being vulnerable with your teams."

Her emphasis on long-term brand love over short-term gains serves as a guiding principle for sustainable success.

Brianne Olson [19:32]: "Keeping your North Star and keeping your focus on the long-term relationship with your consumer is incredibly key."

Conclusion

Brianne Olson’s journey with PacSun exemplifies how authentic leadership, customer-centric strategies, and embracing innovation can transform a legacy brand into a contemporary cultural powerhouse. Her insights offer a roadmap for leaders aiming to inspire purpose, foster community, and navigate the ever-evolving landscape of youth culture.

Notable Quotes:

• Brianne Olson [00:00]: "We are all a work in progress... leadership is the ability to inspire purpose."
• Brianne Olson [10:22]: "We were a house of brands. Now over 50% of our product is PacSun branded, and that's what our customers really love and know us for."
• Brianne Olson [14:23]: "How can we create the brand PacSun together with our community?"
• Brianne Olson [19:32]: "Keeping your North Star and keeping your focus on the long-term relationship with your consumer is incredibly key."
• Brianne Olson [28:37]: "The power of even a two or three or five-minute meditation is an incredible reset."
• Brianne Olson [32:27]: "The power of pause... and the power of vulnerability has been a second but interconnected piece of really being vulnerable with your teams."

This summary encapsulates the essence of the episode, providing a comprehensive overview of Brianne Olson's leadership at PacSun, her strategies for connecting with the youth market, and her personal philosophies on growth and well-being.