What does it really take to keep a legacy brand relevant to Gen Z and Gen Alpha? For Brieane Olson, CEO of Pacsun, it’s all about leading with purpose, embracing creativity, and truly listening to your customers. In this open and insightful conversation, Brieane shares how Pacsun has stayed grounded amid shifting trends and digital disruption by staying focused on a clear mission. She dives into how the brand builds lasting love with its community, the role vulnerability plays in her leadership, and how her team has stayed connected and strong for over 15 years. From collaborations with artists and athletes to bold moves like TikTok Shop and the Pacsun Collective, Brieane shows what it means to co-create culture—not just chase trends. At the heart of her leadership style is a simple but powerful approach: “pausing with purpose,” staying curious, and always remembering the bigger “why.”