Sole Technology, which owns Etnies, announced the addition of Diem Culley as its new vice president of apparel. Before joining Sole Technology, Culley held the position as vice president of merchandising operations, purchasing and planning at O’Neill and Lost and successfully led the men’s and junior’s divisions within her seven year tenure.

Culley will lead Sole Technology’s brand teams to significant growth in the apparel division and look to expand the company’s overall market share in the action sports lifestyle category.

“Sole Technology has been known for pioneering innovation and advances in skateboard footwear for years, with our portfolio of respected brands,” says Paul Migaki, chief operating officer of Sole Technology. “We are making huge strides in growing the apparel business for each brand and believe that Diem’s proven track record and experience will accelerate our ability to take our entire apparel business to the next level.”

As the new vice president of apparel, Culley will be responsible for balancing the creativity associated with design and merchandising to effectively commercialize each of the lines. Her new role will provide strategic vision and conceptual direction for Sole Technology apparel teams in developing and executing the overall strategy and business plan.

In addition, Culley will initiate and lead product concept, design development, merchandising, and sourcing processes for all categories, determining and communicating the seasonal vision (trend, style, color, fabrication), and setting the creative direction to meet overall company goals and objectives.