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  • Co-Created: The Cultural Strategy That Redefined Pacsun

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Co-Created: The Cultural Strategy That Redefined Pacsun

by Brieane Olson (Author) Format: Hardcover
#1 New Release in Business Structural Adjustment
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A Culture-First Strategy for Brand Reinvention

In a marketplace defined by change, legacy brands can’t afford to operate on outdated playbooks. In Co-Created, Pacsun CEO Brieane Olson reveals how the brand achieved cultural relevance and business transformation—not by leading Gen Z, but by building alongside them.

Told through Olson’s leadership perspective, this book details how Pacsun embedded co-creation across every level of the business. From creator partnerships and viral content to purpose-driven investment, Co-Created offers a framework for brands to align with fast-moving cultural expectations while maintaining operational focus.

This book shows how cultural fluency can drive long-term growth, whether you’re navigating disruption, repositioning a brand, or launching something entirely new.

Key takeaways include:
  • How to operationalize co-creation across marketing, merchandising, and leadership
  • Strategies for aligning brand values with community impact
  • Lessons from high-growth brand partnerships and Gen Z collaboration
  • A framework for turning real-time insights into strategic action
  • How to lead transformation without losing authenticity
Read more
Previous slide of product details
  1. Language
    English
  2. Publisher
    Forbes Books
  3. Publication date
    May 12, 2026
  4. Dimensions
    6 x 1.1 x 9 inches
  5. ISBN-13
    979-8887508078
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Editorial Reviews

Review

"I know firsthand that collaborating with your community is the secret to building something truly iconic. Co-Created is Brie Olson’s love letter to culture and creativity—showing how listening and co-creation can transform not just a brand, but the world around it. Community as the new couture! That’s hot.”
— Paris Hilton
CEO, 11:11 Media; Entrepreneur; Advocate; Celebrity

“Brieane Olson is the rare leader who blends vision with heart. In Co-Created, she shows how courage, community, and creativity can transform even the most legacy-bound brand into a cultural force. This book is a masterclass in transformation, but it is also a love letter to what’s possible when vision meets resilience. Brieane’s courage to challenge the legacy playbook, her relentless pursuit of relevance, and her ability to fuse creativity with operational excellence are the reasons Pacsun stands as a case study in reinvention. As a friend and client, I couldn’t be more proud to stand beside Brieane as she shares this story with the world and witness her redefining what female leadership looks like—bold, inclusive, and unapologetically authentic.”
— Jennifer Prince
Chief Commercial Officer, Los Angeles Rams

“Co-Created is a definitive look at business transformation. Brieane Olson shows how Pacsun put community at the center to move forward with resilience, creativity, and leadership. It’s a story of reinvention in a time when culture moves fast and expectations move faster. Every leader, in any industry, will find lessons worth carrying into their own work.”
— Russell Wallach
Global President, Live Nation

“Pacsun's evolution is a fascinating example of the possibilities unlocked when brands operate with an eye towards what's next. They recognized that the future of shopping is about creating an ecosystem where brands, creators, and communities come together. With this, they were one of our first partners to seize the opportunity in discovery-led e-commerce. It’s a great lesson in modern brand building.”
— Shou Zi Chew
CEO, TikTok

"Turnarounds are challenging, each in their own way. Yet, in Olson’s hands, Pacsun’s turnaround is a joyous re-creation that results in a new answer to the most fundamental of questions: Why is this business relevant? Here strategy was forged not in isolation but in co-creation through authentic engagement with customers, purpose-led leadership, and an open and collaborative culture. Olson will convince you that it all is a deeply human endeavor. Get inspired by what she and her team did at Pacsun—then imagine what you could achieve."
— Cynthia A. Montgomery
Charles B. (Tex) Thorton Chair, Advanced Management Program, Harvard Business School

“Co-Created is a masterclass in how legacy retailers can reclaim cultural relevance by listening deeply, empowering creators, and inviting communities to help shape the brand. Brieane Olson shows that true transformation isn’t about chasing trends—it’s about building purpose-driven ecosystems where customers feel seen, heard, and inspired to co-create the future.”
— Jill S. Dvorak
Senior Vice President, Content at NRF

"Co-Created is such an inspiring and insightful look at how culture, creativity, and community can truly transform a brand. Brie’s leadership shines through every page. She shows what it means to listen deeply, to build with purpose, and to lead boldly in a constantly evolving landscape. This book isn’t just about Pacsun’s reinvention, it’s a playbook for any leader who wants to create meaningful impact by putting people and values at the center. I have such admiration for Brie as a leader, and I couldn’t be more excited to celebrate this important work."
— Jennifer DiPasquale
President & Co-Founder, Women in Retail + Total Retail

"Co-Created by Pacsun CEO Brieane Olson is an intimate description of corporate culture change that has led to the (co)creation of one of the most amazingly successful clothing and accessories brands today. Olson's refreshingly honest writing style describes both early pitfalls (leading to a chapter 11 restructuring) and careful strategic rethinking to go from a surf-and-skate retailer selling other brands to an own-brand company which puts authentic community building front and center. This book details the secrets behind what I call the First Law of Customer Centricity: Build from the outside-in rather than sell from the inside-out. This is a must-read for both legacy brands needing transformation and all companies who seek to understand the power of nextgen audience marketing."
— Rohit Deshpande
Sebastian Kresge Professor of Marketing Emeritus, Harvard Business School

“In Co-Created, Brieane Olson offers more than a story of Pacsun’s reinvention—she presents a masterclass in authentic, purpose-led leadership. What stands out most is Brieane’s leadership philosophy: she reminds us that when companies are rooted in their values and evolve with intention, they don’t just sell products—they build communities and create lasting impact.”
— Artemis Patrick
President & CEO, SEPHORA North America

"Brieane Olson understands what so many leaders still miss: Creators aren't just collaborators, they're co-architects of culture."
— Chris Detert
Co-Founder & Chief Communications Officer, Influential

"Co-Created captures Brie’s brilliance as a leader who sees what others can’t. With vision, creativity, and a deep understanding of culture, she reimagined Pacsun’s future while inspiring teams to build with heart and purpose. This book isn’t just about brand transformation—it’s a powerful blueprint for how Brie’s unique blend of cultural insight and bold leadership can drive lasting growth."
— Melissa Campanelli
Co-Founder, Women in Retail Leadership Circle

“It is a privilege to discuss Brieane Olson and her new book, Co-Created, which highlights her vital contributions and vision for Pacsun’s evolution in recent years.

Today, the company represents far more than a retail brand; it stands as a cultural interpreter and leader within the industry, thanks to its thoughtfully curated designs and innovative marketing strategies.

Throughout her career, Brieane has been an invaluable friend, business partner, mentor and source of inspiration across both creative and business sectors.

As a prominent female leader in the fashion industry, she not only supports emerging designers but also champions established brands, delivering an empowering message to a new generation of young girls and future industry leaders.

Her authentic insights into the intersection of fashion and contemporary culture underscore her strengths, grounded in integrity and a nuanced understanding of today’s landscape.

I consider myself fortunate to be part of her circle and wish her ongoing love, success, and happiness as she navigates her journey."
— Jeff Hamilton

“Pacsun gave me one of my first opportunities as a creator; seeing my casual fit check in my room turn into something way more impactful was incredibly surreal. It showed me firsthand how forward-thinking companies like Pacsun can empower creators to spark change. Co-Created beautifully captures that exact spirit of listening, connecting, and collaboration.”
— Lyla Biggs
Influencer

"I have worked closely with Brie for 14 years and have witnessed her leadership skills up close. It is one thing to have a (co)Create strategy in mind (which is brilliant, by the way) but it is another matter entirely to have the leadership skills to bring it to life. Brie and her team have done an exemplary job of infusing the (co)create vision throughout the organization and rallying all of PacSun’s (co)creators to collaborate and propel the PacSun brand forward.

In this book, Brie does a terrific job not only describing the vision of customer centric (co)creation, she also spells out a roadmap that every reader can follow to make it a reality. At Golden Gate Capital, we are delighted to have been along for this tremendous ride and are grateful to be a partner with Brie and her team."
— Neale Attenborough
Managing Director, Golden Gate Capital

“I have had the distinct pleasure of working in partnership with Brie over the past 14 years at PacSun. Brie is a rare talent, whose leadership inspires all around her—from the talented employees at PacSun, to the many creative and collaborative relationships with partner brands, co-creators, and suppliers. I am excited that Brie has put pen to paper to share PacSun’s incredible journey. Co-Created is a 'must read' for any leader aspiring to create an enduring connection with their customers.”
— Mike Montgomery
Managing Director, Golden Gate Capital

"Brie Olson was a classmate with whom I shared both joys and hardships at Harvard Business School’s AMP, and we were the only participants from the fashion industry.

In November 2024, during the collaboration between WILDSIDE—Yohji Yamamoto Inc.’s new project focused on partnerships—and Pacsun, launched at Complex Con Las Vegas, she proposed a market-conscious branding strategy, welcoming Formula 1 to attract new fan bases.

Her business strategy—consistently prioritizing a market-in perspective, including the element of 'good surprise,' while remaining trend-conscious—stems, I believe, from her profound insight and overflowing passion for the market.

I look forward to seeing her continue to spearhead Pacsun in bringing fresh energy to the fashion industry."
— Tsuyoshi Muraki

About the Author

BRIEANE OLSON is CEO of Pacsun and author of Co-Created, a strategic guide to brand transformation through cultural collaboration. She is an expert speaker on co-creation, modern leadership, and retail innovation.

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Brieane Olson

Brieane Olson

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Brieane Olson is the Chief Executive Officer of Pacsun, one of the world’s most influential youth lifestyle brands. Known for her strategic creativity and community-focused leadership, she has spent nearly two decades at the company guiding its evolution from a traditional retailer into a purpose-driven cultural mainstay.

Through her leadership, Pacsun has become a case study in how to operationalize co-creation—partnering with the next generation of consumers, creators, and communities to align commerce with culture.

Brieane earned her degree in Mass Communications and Business from the University of California, Berkeley, then completed the Advanced Management Program at Harvard Business School, where she now serves as an AMP Ambassador.

Before stepping into the CEO role in 2023, she served as Pacsun’s President, overseeing merchandising, marketing, and digital transformation. Earlier in her career, her time at a luxury fashion house in Italy shaped her understanding of design, brand identity, and innovating at scale.

Her leadership philosophy blends business strategy with creative empathy, translating cultural insights into commercial staying power while encouraging teams to experiment, empathize, and grow.

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Customer reviews

5 out of 5 stars
166 global ratings

Customers say

Customers find the book insightful and highly practical, serving as a playbook for building brands that matter. They appreciate its emphasis on collaboration and community, with one customer noting how it transforms brands through authentic co-creation. The book features visionary leadership and a genuine narrative that customers find easy to read and understand. They value its authenticity and relatability, with one review highlighting how it builds stronger connections between generations.
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35 customers mention content, 35 positive, 0 negative
Customers find the book's content engaging and insightful, with one customer describing it as a valuable playbook for building relevance.
Co-Created by Brieane Olson is an inspiring and insightful look at how authentic collaboration and community can transform a brand....Read more
The bankruptcy section alone was worth the read, the fact that Pacsun went from filing in April 2016 to fully emerging by September 2016 in just...Read more
...This isn’t a book filled with buzzwords or easy answers. It’s a thoughtful, candid account of what it really takes to reshape an organization, and...Read more
...Overall, this was an engaging, modern, and valuable read for anyone interested in leadership, business evolution, and building stronger connections...Read more
20 customers mention collaboration, 20 positive, 0 negative
Customers appreciate the book's emphasis on collaboration and community, noting how it can transform a brand and build a company with cultural impact.
...This story does a great job explaining how creativity, collaboration, and understanding younger generations can completely transform a company.Read more
...strong case that cultural relevance today comes from collaboration, community, creators, and listening in real time....Read more
...Brieane Olson captures something so important right now—the power of community, creativity, and having the courage to evolve a brand into something...Read more
...that the strongest leaders are the ones willing to be transparent, collaborative and continually evolving....Read more
16 customers mention practicality, 16 positive, 0 negative
Customers find the book highly practical, with one customer describing it as a powerful roadmap for building brands that matter, while another notes it serves as a valuable playbook for building relevance.
...branding, creativity, and community in a way that feels genuine and practical. Easy to read, thoughtful, and full of great insightRead more
Co-Created is a sharp, practical read from Pacsun CEO Brieane Olson on how she transformed the organization by doing something deceptively simple:...Read more
...In this book, Brie offers a powerful roadmap that blends culture, purpose, values and relevance to change, transformation and co-creation....Read more
...The lessons feel practical, modern, and especially relevant for anyone trying to understand Gen Z, retail, and brand growth today....Read more
12 customers mention leadership, 12 positive, 0 negative
Customers appreciate the leadership approach of the book, highlighting its visionary and community-first focus, with one customer noting how it was built through listening.
...only for business leaders, but for anyone interested in creativity, leadership, and the intersection of social media and brands.Read more
...is one of those rare books that leaves you feeling both inspired and empowered long after you turn the final page....Read more
...She's an intelligent, brilliant leader thinking outside of the box and leading the way She makes you realize the power of a female CEO is what...Read more
It rare to get a book from such a strong leader that adopts such a humble approach to innovation. Makes it truly useful....Read more
7 customers mention authenticity, 7 positive, 0 negative
Customers appreciate the authenticity of the book.
...of anonymity into a transformative legacy brand built on community, authenticity, and shared values....Read more
...Thought-provoking, authentic, and beautifully written, this book offers a refreshing perspective on leadership, collaboration, personal growth, and...Read more
...perspective on branding, creativity, and community in a way that feels genuine and practical. Easy to read, thoughtful, and full of great insightRead more
...It shows how culture, community, and authenticity can become a real competitive advantage when they are built into the company from the inside out....Read more
7 customers mention story, 7 positive, 0 negative
Customers appreciate the book's narrative, with one describing it as a beautiful story about leadership.
Co-created is a must read for every leader! An inspiring story which reminds us that the strongest leaders are the ones willing to be transparent,...Read more
...to their purpose, I can tell you this is an authentic and genuine narrative.Read more
Really enjoyed this book. Brieane Olson does an amazing job sharing the story behind Pacsun’s transformation in a way that feels both inspiring and...Read more
...The book strikes a strong balance between compelling storytelling and actionable business strategy, from creator-led product development and active...Read more
6 customers mention readability, 6 positive, 0 negative
Customers find the book easy to read and understand.
...It’s been such an easy read so far and has grabbed my attention from the very first chapter, about the viral PacSun jeans!...Read more
...Easy to read, thoughtful, and full of great insightRead more
...Olson shares the realities behind modern leadership with honesty and clarity, while also painting a very real picture of what it takes to evolve a...Read more
...Overall, Co-Created is motivating, easy to follow, and full of useful insight....Read more
6 customers mention relatability, 6 positive, 0 negative
Customers find the book relatable, with one review highlighting how it rethinks relationship building, while another mentions how it builds stronger connections between generations.
This book is both relatable and inspirational....Read more
...blend real-life wisdom with actionable insights in a way that feels deeply relatable and motivating....Read more
...That promised to collaborate with young people and then commissioned an independent study of six thousand of them to understand what actually...Read more
...take years, because they had already built a genuine relationship with their financial partner. Really engaging.Read more