Overview

A Culture-First Strategy for Brand Reinvention ""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 -- Paris Hilton In a marketplace defined by change, legacy brands can't afford to operate on outdated playbooks.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

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Author Information

BRIEANE OLSON is CEO of Pacsun and an expert in brand transformation. She lives in Newport Beach, California.

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