Pacsun appoints new co-CEO

Dive Brief:

Pacsun announced Thursday it has named Brie Olson as its new co-CEO, serving alongside Mike Relich. She takes the job March 9.
She replaces Alfred Chang, who will exit the post March 8, ending his 17-year tenure at the company, according to a press release. He has been named the new CEO of luxury steetwear brand Fear of God, though he will remain on Pacsun’s board.
Olson has also spent 17 years at the company, serving on the board since 2021. She has overseen Pacsun partnerships with the Metropolitan Museum of Art and Formula 1, and the launch of its first gender-neutral collection, according to the announcement.

Dive Insight:

Before Olson was promoted to co-CEO, the company appointed her to chief merchandising officer for menswear and womenswear in 2018. That same year, the clothing retailer appointed Alfred Chang as its president, overseeing its marketing, merchandising, retail and e-commerce operations.

"As a deeply experienced and highly respected leader, Brie is exceptionally qualified to step into the Co-CEO role," Neale Attenborough, a managing director at Golden Gate Capital, said in a statement. "Brie has been instrumental in ensuring Pacsun's success with its core audience by being a key figure in innovating and cultivating Pacsun's brand identity. Brie's strong relationships with designers and other Pacsun partners, combined with her keen sense of style, will continue to be strong assets for the company as she steps into her new leadership role alongside Mike."

Olson has also overseen Pacsun’s artificial intelligence and metaverse operations, including its partnership with virtual influencer Miquela and its collaboration with Roblox. Last November, the retailer introduced its PacVerse campaign, during which it released an NFT collection showcasing different PacVerse locations.

Before it launched its PacVerse campaign, the retailer also created a store within the ComplexLand 3.0 metaverse last May. The company offered customers a chance to bid for an NFT of the Pacsun Mall Rat in the ComplexLand online gallery.