Alternative Apparel recruits Chief Merchandising Officer from Levi Strauss

There has been a change of decor for Erik Joule. While he is used to roaming the world opening flagship Levi’s stores, he will now be bringing his 20 years’ worth of experience in the industry to Alternative Apparel.


Alternative Apparel was created in 1995 in Georgia and offers a selection of basics for men and women’s, as well as bags and accessories.

Joule was until recently Vice-President of Merchandising and Design at Levi Strauss, a position that he held since 2009. Joule also helped launched the Commuter and Waterless lines at Levi Strauss. He is now Brand President and Chief Merchandising Officer for the Atlanta-based brand, effective 7 January 2013.

During his long career in the industry, Joule has worked at Guess, Disney, Quiksilver and Gap. He will move to California for the position, where the Alternative Apparel design office is based. There he will report to Evan Toporel, CEO of the brand and Greg Alterman, founder and Creative Director.



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