Seth Ellison, formerly president of Perry Ellis Swimwear after a
ten-year career with Nike, has been named executive vice president of
global sales and merchandising for Alternative Apparel, a casual
lifestyle brand based in Atlanta. At Nike, Ellison served as president of Nike subsidiary Hurley
International, after serving as vice president and general manager of
Nike Apparel in the EMEA region.
Prior to joining Nike, Ellison served
as vice president of design and erchandising at Quiksilver.
Ellison will work out of the Alternative Los Angeles Brand Showroom and Design
Lab. He will lead strategic sales planning initiatives and will also be
an integral part of transitioning Alternative from a t-shirt company to
a full lifestyle apparel brand.
“We are very pleased to bring Seth on board,” states Alternative's Chief Operating Officer, Evan Toporek. “Seth has the unique blend of sales and merchandising skills that we need at this point in our company's evolution. He has honed these skills by serving in a similar leadership capacity with some of the industry's most recognizable lifestyle brands.”
“I am very excited to be joining the Alternative family,” says Ellison. “At a time when there is so much uncertainty and negativity, consumers have to be careful with their money. They are not going to fall for brands simply because they shout the loudest or bury them with product. Alternative gets it: great product, great value from a brand that is inclusive and honest. Alternative has all the ingredients to become one of the next great global brands, and I'm very happy to be on the team.”
