Episode 201: How Pacsun Stays Relevant: Brieane Olson on Gen Z, Culture, and Purpose

What does it take to shape a brand that resonates with an entire generation? Brieane Olson, CEO of Pacsun, joins Heidi Zuckerman to discuss creativity, cultural relevance, and values-driven leadership at one of the most influential youth lifestyle retailers in the world.

From strategic partnerships with icons like A$AP Rocky and Kendall Jenner to a $5M investment in Inglewood schools, Brieane shares how she blends purpose with performance. With nearly two decades at Pacsun and a career spanning merchandising, marketing, and digital transformation, her approach is both bold and deeply human.

In this episode, Brieane and Heidi explore:

•The art of building authentic collaborations

•Why community investment isn’t a strategy, it’s a responsibility

•Leading with empathy, innovation, and intention

•What Gen Z and Gen Alpha expect from brands today—and how art plays a role

This conversation is about more than retail. It’s about culture, connection, and leadership in a rapidly changing world.