Pacsun’s Alfred Chang Named Fear of God CEO
Alfred Chang’s 17-year career with Pacsun will end in March, when he moves over to Los Angeles streetwear label Fear of God as its CEO.
Chang is currently co-CEO of Pacsun with Mike Relich and will stay in the position until March 8. He’ll retain his board seat at Pacsun after he joins Fear of God.
President Brieane Olson will succeed Chang in the co-CEO position beginning March 9.
Chang could not be immediately reached via email for comment on Thursday.
“It has been a privilege to help build Pacsun into the brand and company it is today,” he said in a statement. “Looking ahead, I am thrilled to join the Fear of God team, where I will have the opportunity to deepen the strong partnership between Pacsun and Fear of God that we’ve forged over the past seven years. I also want to congratulate Brie on her well-deserved promotion. I am excited to watch all that she and Mike will accomplish together.”
Former Co-Workers Praise Chang
Bobby Goodwin had plenty of nice things to say about Chang. Goodwin, who previously worked at Pacsun, leaves Tilly’s today as senior vice president and general merchandise manager. He is joining Vans to serve as vice president of DTC merchandising.
“Alfred is the perfect leader to take Fear of God to the next level,” Goodwin told SES. “Alfred was a mentor of mine when I first joined PacSun and I learned so much in my time with the brand. He leads with customer obsession, drives the power of an aligned strategy, communicates with conviction, executes with tenacity, and – most importantly – he believes in his people and team. On top of all of that, he has a very refined taste level and strong understanding of the retail landscape, from luxury to mass retail.”
Chang oversaw the Pacsun business during a time of reinvigoration as the retailer continued a transition to a more contemporary, fashion-based product mix.
Fear of God/Pacsun Connection
Fear of God’s more affordably priced Essentials line, which launched in 2018, was a key part of that renewal at Pacsun, with collection drops selling out quickly. The retailer’s booth in the early years of ComplexCon generated steady lines as attendees waited to get their hands on product exclusives from Essentials, among other brand drops.
Chang joined Pacsun in 2006 as a senior buyer for men’s merchandising. He went on to serve as chief brand officer, executive vice president of marketing and senior vice president of men’s merchandising and design.
He moved from president to co-CEO with Relich in 2021. At the time, Olson, the company’s former chief brand officer, stepped into the president role.
Golden Gate Capital Comments on Pacsun Executive Changes
Pacsun, which Golden Gate Capital bought in 2016, last reported revenue of more than $700 million in 2020. It saw digital sales double that same year, with the online channel accounting for half of overall revenue at that time as the company made big pushes on TikTok and the metaverse.
Olson also has 17 years at Pacsun and is credited with leading a number of initiatives, including the company’s first gender neutral collection and a partnership with The Metropolitan Museum of Art. She has also spearheaded the company’s work on artificial intelligence and the metaverse.
“As a deeply experienced and highly respected leader, Brie is exceptionally qualified to step into the co-CEO role,” Golden Gate Capital Managing Director Neale Attenborough 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.”