How PacSun connects with Gen Z through creativity, community and commerce

Connecting authentically with younger consumers isn’t easy. PacSun Inc. seems to have cracked the code.

The apparel retailer popular with Generation Z is known for its exclusive collection of brand partnerships, Los Angeles-influenced styles and strong digital presence. But it also wants to empower the next generation, PacSun CEO Brieane Olson told attendees at NRF 2026: Retail’s Big Show.

“We believe in the power of co-creation in all facets, and I really think that co-creating alongside with the consumer is the future path to success,” she said.

PacSun recently took the idea of tapping into the power of co-creation a step further, launching its own community-based app that allows creators to tell their own story, earn affiliate commissions and even get the opportunity to work with the PacSun team on future product lines.

Best of all, according to Olson, creators don’t need a minimum number of social media followers in order to participate with PSHub.

“If you are a fan of PacSun, and you love the PacSun community, and you love the product, we want to welcome you and give you the certainty to create a relationship with us, be a part of our community, story-tell and create sustainable income.”

While Gen Z has long been stereotyped as arrogant and self-promotional, Olson says this generation is very creative, and they want to create things themselves.

“They are storytellers. They want to co-create alongside you,” she said. “They don’t want to be dictated to, and so I think there’s a very different way that you have to market to them.”

Gen Z also puts a great importance on social issues that directly impact themselves and their community, particularly mental health. Olson pointed to recent research that found Gen Z prioritize mental health over physical health and academics.

“A lot of people find that fact to be very disturbing,” she said. “I actually see it as, they very much are in tune with who they are, much more than generations before. They have a greater awareness around what mental health means and the impact it has with our community, their friends, their family, and they’re not afraid to talk about it.”

One of PacSun’s most successful recent campaigns was a denim partnership with actress, singer and mental health advocate Selena Gomez. PacSun donated 10% of sales from the “RARE DNM EDIT” denim collections to Gomez’s Rare Impact Fund, a charitable initiative for youth mental health resources. In the first year of the initiative, PacSun raised over $70,000 in support of youth mental health.

“At PacSun, we always try with very clear intention to do what’s right without trying to market overtly because it’s part of our overall purpose. We’re here to inspire the next generation of youth, and mental youth is at the very top of what they care about. Then we have to find ways to integrate it into what we’re doing.”

As for how retailers can connect with this next generation of customers, Olson goes back to authenticity and empowerment.

“Give them a seat at the table. Bring them into the fold. Don’t be so judgmental about this young generation. Actually, hear out why they’re different and try to adapt yourself to be a part of their future.”