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Vans Names New Brand President

Michelle “Sun” Choe will start in the top role at the end of July

Vans parent VF Corp. has named Michelle “Sun” Choe as the Costa Mesa-based retailer’s new global brand president starting in July.

Choe counts nearly 30 years of experience leading design and merchandising for multiple apparel brands, including Marc Jacobs, West Elm, Madewell, Urban Outfitters, Levi’s and the Gap. She was most recently the chief product officer at lululemon for the past seven years.  

Choe succeeds Kevin Bailey who was assigned to lead VFC’s companywide restructuring project last October. VFC Chief Executive Bracken Darrell has been based at Van’s local headquarters acting as interim president since then.  

“Sun is a strong leader who is focused on consumer insight and has a proven track record of driving brand heat, and translating it into financial results,” Darrell said in a statement. “I am confident that Sun is the right leader to take Vans to new heights.” 

VFC (NYSE: VFC) shares rose as high as 9.4% to $13.50 apiece during after hours trading with a market cap of $4.8 billion.  

“At Vans, we will [be] capitalizing on the brand’s identity as a lifestyle defined by creativity and authenticity. I can’t wait to get to work,” Choe said. 

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