Building Meaningful Connections
Pacsun is a purpose-driven lifestyle brand offering a cross section of emerging names and trending fashion through the lens of youth culture, built at the intersection of fashion, music, art and sport. Company CEO Brieane Olson talks to us about the brand’s upcoming expansion at home and abroad and about their agenda for 2026 and beyond.
Operating since 1980, the mission of the business is to inspire the next generation through curated product community and creative collaborations, with culture and the voice of the youth informing how the brand evolves.
Today, Pacsun operates more than 300 stores across the US and this year, for the first time in nearly two decades, they are growing their domestic store footprint. In addition to this, they are entering a new chapter with their very first international store opening in spring of this year at Mall of the Emirates in Dubai, UAE.
“One opening that represents Pacsun’s shift into experiential retail is our Century City location in Los Angeles,” highlights Brieane Olson, CEO of Pacsun. “That store reflects our evolved prototype, which is elevated and modern in how it brings the brand to life. The exterior makes a strong statement, while the interior has a timeless California feel with lighter, brighter design elements that create space for both product and experience.”
The company have also recently opened their Flatiron store in New York City, which expanded their presence in Manhattan and reinforced how important it is for them to show up in cities where culture, fashion and youth communities intersect.
Outside of the US, Pacsun marked a major milestone with their on-site activation at the Abu Dhabi Grand Prix, which served as an early expression of the brand in the Middle East ahead of its permanent store in Dubai. The response they had was incredibly encouraging and affirmed their approach to entering new global markets through culture and community first.
Focusing on a very intentional growth strategy in the US, the company is looking at growing in top-tier A and A-plus locations where the customer is already present. It is because of this that they have resumed store growth for the first time in nearly two decades. They are working on 20 to 35 new US stores over the next three years.
Internationally, they are first targeting the Middle East through their partnership with Majid Al Futtaim, with plans to open up to 20 stores over the next five years, beginning in Dubai.
Looking further into the future, Canada is a very natural next step for the brand, with longer-term opportunities in parts of Asia and Europe. But for now, the priority is executing the US and Middle East expansion thoughtfully.
“As we continue to grow, we are focused on making choices that are as Earth-friendly as possible while staying true to our community and how they live, shop and express themselves. It is a long-term mindset that is built into how we think about the future of the brand.”
When speaking about the strategies used to ensure a consistently positive guest experience across the board, Olson states they begin by listening. Their Youth Report and Youth Advisory Council gives them ongoing insight into how Gen Z and Gen Alpha want to shop, connect and spend their time and that informs everything from store design to digital experiences.
“In-store, we focus on creating spaces that feel experiential and community-driven, while outside the store we extend that same mind-set through our digital platforms and creator partnerships, so the brand experience feels consistent, relevant and authentic wherever our customer engages with us.”
Social media channels and e-commerce platforms are absolutely pivotal elements of retail brands today, but they have always been a core part of the Pacsun DNA. In recent years, they have noticed that inspiration often starts online, but increasingly drives people into physical stores, which is why they think about digital and brick-and-mortar as one connected ecosystem.
With millions of followers across their social media platforms and strong creator partnerships, they have built a model where community fuels commerce. These PS Community Hubs build on that by giving the Pacsun audience a dedicated, shoppable platform to engage, create and connect with the brand in a more meaningful way.
“For us, sustainability is just as important as these topics and is all about intention and progress,” Olson comments. “As we continue to grow, we are focused on making choices that are as Earth-friendly as possible while staying true to our community and how they live, shop and express themselves. It is a long-term mindset that is built into how we think about the future of the brand.”
The company has enjoyed continuing success over the years and the CEO believes that two things stand out as key reasons for this.
Olson feels that firstly, they treat their stores as cultural spaces rooted in the four pillars of fashion, music, art and sport. Second, they are a purpose-driven brand that genuinely listens to their community and builds alongside them. Whether it is through creator partnerships, insights from the Youth Report, or platforms like PS Community Hub, co-creation is central to how they evolve. That combination of cultural relevance, community and adaptability is what sets Pacsun apart.
“Looking ahead, our focus is on continued, intentional growth by expanding our footprint, entering new markets and investing in technology in ways that deepen our connection with our community. Staying close to our customer and meeting them where they are guides every decision we make. As Pacsun grows, what matters most is building brand love and delivering product and experiences that feel relevant, exciting and genuinely reflective of the community we serve.”
