Levi’s Taps Swim, Action-Sports Exec for Dockers
There’s a new chief of the Dockers division at Levi Strauss & Co. The San Francisco–based apparel giant named Seth Ellison as president of its Dockers brand, succeeding Anne Rohosy, who has been named executive vice president and president, commercial operations, for Levi’s Americas and Europe.
Ellison is a more than 30-year apparel-industry veteran for brands such as Perry Ellis, Hurley, Speedo and Quiksilver.
Before joining Levi Strauss & Co., Ellison served as chief commercial officer at Alternative Apparel, helping the one-time blank-tee maker grow into a global brand sold in retailers including Bloomingdale’s, Nordstrom, Macy’s, Dillard’s and Urban Outfitters.
Over the course of his career, Ellison spent nine years at Perry Ellis, where he served as president of the swimwear group. He was vice president general manager of EMEA Europe, the Middle East and Africa) apparel and president of Hurley International, a division of Nike Inc., helping to launch the Hurley brand internationally. He was director of menswear for Speedo and president of the outerwear division at Authentic Fitness Corp. and served as the vice president of design and merchandising at Quiksilver Inc.
In his new position at Levi’s, Ellison will oversee the strategic direction, marketing and product development of the Dockers brand, reporting to Levi’s President and Chief Executive Officer Chip Bergh.
Seth has a proven track record of driving growth in the apparel industry, growing both large established brands and start-ups,” Bergh said. “Seth’s business acumen is the perfect complement to the design, marketing and product talent that is re-energizing the Dockers brand today.”
Levi’s launched the Dockers brand in 1986, specializing in khaki pants and related product for men and women.—Alison A. Nieder
