Re/Done appoints Phillip Prado as new CEO
Re/Done, the Los Angeles-based denim brand founded by Sean Barron and Jamie Mazur, has announced the appointment of Philip Prado as its new chief executive officer.
'Prado joins the company at a pivotal moment, as Re/Done prepares to build upon its cult status in denim and heritage-inspired essentials, while expanding into new product categories and global markets," according to a press release.
Prado, a veteran of the luxury fashion industry, brings two decades of experience with roles at Calvin Klein, Burberry, and most recently Gucci, where he served as SVP, merchandising of the Americas market before assuming the role of global chief merchandising officer in Milan.
'Known for driving commercial success, while respecting creativity and brand heritage, Prado will lead Re/Done into its next chapter of brand growth and cultural relevance,' added Re/Done.
"Re/Done's founding ethos, rooted in authenticity and honoring the past to inspire the future, is more relevant today than ever,' said Prado. 'Re/Done has built a strong identity and loyal following over the last decade, with a distinctive point of view and commitment to heritage, innovation and craftsmanship. I'm thrilled to join the team at a moment of true opportunity: to build on the brand's iconic foundation and expand into new territories and categories, while staying true to its creative spirit rooted in Los Angeles.'
Founded in 2014, Re/Done quickly rose to prominence by deconstructing and remaking vintage Levi's into modern fits and silhouettes, and later expanding to partnerships with heritage American brands such as Hanes and Champion. The brand has since grown into a full lifestyle label with international distribution, beloved for its signature denim and t-shirts.
Re/Done's focus on sustainability, craftsmanship, and storytelling has earned it a devoted following among celebrities including Kendall Jenner and Gigi Hadid, with a vibrant creative community across music, art, architecture, and fashion.
With the appointment of Prado, Re/Done is set to further evolve its product offering, enter new categories, and diversify its channel mix. While wholesale has been a key driver of growth to date, with distribution in over 350 stores across top-tier global retailers in over 30 countries, the brand is increasing its investment in direct-to-consumer.
The brand now has two boutiques in California, another in the Hamptons, in Aspen, and two more stores in Seoul, South Korea. Two years ago, Barron and Mazur also opened their first boutique in Paris, on the chic Rue de Grenelle in the 7th arrondissement.
Further initiatives are expected in the coming months with new markets such as New York, London and further expansion in Asia, and a renewed focus on optimizing the e-commerce business at shopredone.com.
Style Capital, the Milan-based private equity firm that first invested in Re/Done in 2018, has reaffirmed its commitment to the brand, becoming majority shareholder and signaling confidence in the company's long-term potential and international expansion plans. Susan Chokachi, longtime luxury executive and former Gucci chief brand officer and president and CEO of Gucci Americas, joins as chair of the board.
'Now is the right time to reinforce the structure of the company, financially and from a management standpoint, so we are pleased to appoint Phillip and to have Susan's experience to help guide the company into the next era,' said Roberta Benaglia, CEO of Style Capital.
'We have always believed in the vision of Re/Done and are committed to help fuel the brand's growth for the future.'
'Re/Done has always had a distinct position in the market—equal parts iconic brand, cultural movement, and creative platform,' said Chokachi.
'Re/Done has been an industry trailblazer on vintage and upcycling, building a great American brand on creative principles that matter to younger consumers. With Phillip at the helm and the continued support of Style Capital and the brand founders, we are poised to scale the best of the brand's core promise, while honoring its California roots and cultural authenticity.'
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