The kids are alright: fashion retailer Pacsun returns with Youth Council, launches new programme
Pacsun has announced the second cohort of its Youth Council and the launch of a new Ambassador Programme, with the aim of expanding opportunities for Gen Z and Gen Alpha to directly shape the brand. Nearly 1,000 young people applied to join the Youth Council, which brings together young creators, tastemakers, and culture shapers who provide firsthand perspective on the trends, experiences, and ideas influencing their generation.
Through quarterly strategy sessions, workshops, executive mentorship, and immersive brand experiences, members work with Pacsun to inform everything from product development and campaigns to community initiatives.
The new Ambassador Programme expands that model to a wider community of young people. Youth Council applicants who expressed interest in joining the programme this year will have another opportunity to get involved as Pacsun Ambassadors, giving them an ongoing opportunity to engage with the brand and share their perspectives.
Ambassadors will submit feedback through surveys focused on products, emerging trends, and areas of interest, helping Pacsun understand what matters most to young people. They will also represent Pacsun within their schools and communities, receiving exclusive Ambassador sweatshirts, as well as discount codes and community building tools to share with their peers.
“We believe youth culture moves too quickly to be understood from the sidelines," says Brieane Olson, CEO at Pacsun. "The young people shaping culture today should have a direct role in shaping the brands they engage with, which is why we built the Youth Council as a true co-creation platform, not simply a feedback forum.”
“The response this year showed us that Gen Z and Gen Alpha are looking for meaningful ways to contribute, so we are expanding that opportunity through our new Ambassador Programme. Together, these programs give young people more ways to co-create with Pacsun, from influencing products and campaigns to sharing what is happening in their schools and communities."
The next chapter of the Youth Council and Ambassador Programme brings together young people ages 12 to 22 from across the US, and aims to represent a range of cities, schools, interests, and perspectives.
2026 RTIH Innovation Awards
Fashion retail will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
