Pacsun wants to make it clear that it doesn’t just sell products to young consumers; it listens to them. The brand introduced its new Pacsun Youth Advisory Council — a group of Gen Z and Gen Alpha creators who will collaborate directly with Pacsun executives — at the Pacsun Purpose Partner Summit held Sept. 18 at Rolling Greens in Los Angeles. More than 300 leaders from fashion, media, wellness, sports and entertainment gathered to spotlight youth voices, community and the role of purpose in shaping culture.
In addition to introducing the Council, Pacsun also launched the Youth Report by Pacsun, developed with GlobalData and based on insights from more than 6,000 respondents aged 11 to 24. Key findings from the initial report, designed as a free annual resource for the industry, include that music is more central to identity than fashion or social media, and that mental health remains this generation’s top priority.
“Pacsun has always been deeply committed to listening to young people,” said Brieane Olson, CEO of Pacsun in a statement. “Witnessing the energy and support at our first Pacsun Purpose Partner Summit was truly inspiring. From the 75 field associates representing our top-performing stores to the youth leaders and partners who joined us, it was a powerful reminder of what it means to be united by purpose.”
Council Gives Young Members Direct Access to Pacsun Executives
The Youth Advisory Council differs from typical ambassador programs in that it will give selected Council members direct access to Pacsun’s strategic decision-making processes. During the next 12 months, the Council will take part in quarterly workshops and mentorship sessions with Pacsun executives, offering direct input on all creative aspects and strategy.
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The Council is an “industry-first initiative that underscores our commitment to listening to our community and leveraging their insights to guide our brand’s evolution,” said Olson in a statement. “Each member brings their own unique voice and perspective, and together they embody the creativity and spirit of the next generations.”
Members of the inaugural group include Anna Sitar, a longtime Pacsun partner who co-creates the exclusive AnnaXPacsun collection with the retailer; twin brothers Jabari and Malik Williams, who have modeled in many Pacsun campaigns; and Valera Djordjevic, a micro-influencer credited with making Pacsun’s Casey jeans go viral on TikTok who also was featured in the fall 2024 Pacsun “Better in Baggy” campaign.
Pacsun has been hosting pop-ups at a range of youth-oriented events this year, including college football games, the Governors Ball and a range of music festivals.
