Re/Done, the Los Angeles-based denim brand known for its upcycled designs, has new leadership.
Phillip Prado has been named chief executive officer, effective immediately. The executive, with two decades of experience in fashion, has had roles at Calvin Klein, Burberry, and most recently, he was the global chief merchandising officer at Gucci in Milan, after serving as its senior vice president of merchandising of the Americas.
“Re/Done’s founding ethos, rooted in authenticity and honoring the past to inspire the future, is more relevant today than ever,” said Prado in a statement. “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.”
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Founded in 2014 by Sean Barron and Jamie Mazur, Re/Done is rooted in deconstructing and redesigning vintage Levi’s, as well as offering everyday essentials in partnerships with American brands like Hanes and Champion. Re/Done has since expanded its offerings to include knitwear, leather goods, footwear and accessories, alongside international distribution. With Prado at the helm, the company looks to grow into new product categories and global markets.
The news comes as the brand enters a new chapter with Style Capital, the Milan-based private equity firm which first invested in Re/Done in 2018, now a majority shareholder, and set to back Re/Done’s international expansion plans. Susan Chokachi, Gucci’s former 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.”
According to Re/Done, wholesale has been a key driver of growth to date with distribution in more than 350 stores and 30 countries. Looking ahead, “the brand will increase its investment in direct-to-consumer initiatives 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.”
