Alternative Apparel appoints new brand president, CMO

Atlanta, Ga. — Fashion basics brand Alternative Apparel appointed Erik Joule as its president and CMO, effective January 7, 2013.

Joule will be based out of the company’s design office in Los Angeles, where he will report directly to CEO Evan Toporek and work closely with founder and CCO Greg Alterman.
“Erik has a wide breadth of experience in the fashion industry and is a proven expert in merchandising, marketing and ultimately growing leading brands,” said Toporek. “We feel that Erik has the perfect combination of ‘know how’ and creative leadership qualities to take our growing brand to even greater heights.”
Joule is a 25-year fashion industry veteran who has worked in the apparel industry as a leading decision maker at brands such as Disney, Guess, Quiksilver and the Gap. Most recently, Joule was SVP of global merchandising and design for Levi Strauss & Co, where he played an instrumental role in the globalization of the brand.  

“I look forward to joining the Alternative Apparel team as its values of ‘taking the road less traveled’ as well as balancing sustainability and business are very symbiotic to my own.  In addition, the intimate size of the company and its ability to be flexible, nimble and daring is most exciting to me along with its international expansion,” said Joule.
In his new role, Joule will oversee merchandising, design, development, sourcing and brand marketing at Alternative Apparel. Joule is a native of France, fluent in French, Spanish and English, and brings the company an international background as the brand begins to expand into countries around the world.

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