Pacsun CEO Brieane Olson releases “Co-Created: The Cultural Strategy That Redefined Pacsun” with Forbes Books. ISBN-13: 979-8887508078

FORBES BOOKS

NEW YORK (May 12, 2026)—Co-Created: The Cultural Strategy That Redefined Pacsun by Brieane Olson is now available on Amazon and at major booksellers. The book is published with Forbes Books, the exclusive business book publishing imprint of Forbes.

In Co-Created, Pacsun CEO Brieane Olson shares the inside story of how a legacy retail brand reemerged as a cultural force by rethinking the relationship between the brand and its consumers. Eschewing traditional top-down strategies, Olson outlines how Pacsun advanced a co-creation model, inviting its community to actively shape the brand’s identity, products, and storytelling.

With an incisive perspective, Olson details how the company aligned its merchandising, marketing, and partnerships with the values and behaviors of Gen Z. From creator-led campaigns and viral social commerce moments to purpose-driven initiatives, Olson’s work illustrates how cultural relevance can be built intentionally and scaled across an organization.

“The answer to how Pacsun became a cultural force lies in our commitment to our purpose,” Olson said. “Pacsun seeks to inspire the next generation of youth, building community at the intersection of fashion, music, art, and sport. Our transformation is the realization of a vision to inspire, innovate, co-create, and take action alongside the communities we serve.”

Co-Created is a clear framework for leaders navigating disruption: prioritize listening, empower communities, and integrate cultural insights into decision-making at every level. Olson demonstrates that by blending strategy, creativity, and purpose, executives, entrepreneurs, and marketers can turn cultural connection into long-term business success.

This release is posted on behalf of Forbes Books (operated by Advantage Media Group under license).