Alternative Apparel Announces Erik Joule as Brand President and Chief Merchandising Officer
Joule has worked in the apparel industry for 20 years as a leading decision maker at brands including Disney, Guess, Quiksilver and the Gap. Most recently, Joule was the senior vice president of global merchandising and design for Levi Strauss & Co., where he played an instrumental role in the globalization of the brand. He also successfully led product innovation such as "the Commuter series," a collection aimed at the urban cyclist, as well as led an aggressive push toward sustainability through the introduction of Waterless jeans, an industry-changing process in manufacturing denim by lowering its water consumption, and turning 100 percent of Levi's T-shirt line from conventional to organic cotton, among other things. Additionally, he led the charge in rolling out the Levi's workshop series, which were innovative engagement platforms aimed at connecting youth and various crafts through Levi's.
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- Alternative Apparel