Tecovas, an Austin, TX-based Western footwear, apparel and accessories brand, announced that David Lafitte is joining the company as CEO effective June 27. Lafitte is currently the chief operating officer for Deckers Brands.

Lafitte is the most recent hire of new executive leadership team members hired to execute the brand’s growth vision over the coming years.

Paul Hedrick, who founded Tecovas in 2015 and is CEO of the company, will step into a full-time executive chairman role following Lafitte’s official employment date. In this position, Hedrick will remain actively involved in the company’s strategic direction and long-term vision.

In addition to Lafitte, Tecovas has added four executives to its leadership team in 2022—Gillian Kennedy joined the company as Chief Marketing Officer from marketing roles at On Running and Tillamook Cheese; Paul Choi is Tecovas’ new chief product officer following recent leadership roles at Orvis and Ralph Lauren; former Aldo executive Nathan Cray is the company’s Chief Supply Chain Officer; and Kim Heidt was hired is in the newly created role as senior vice president of Retail after having been head of global retail at Deckers.

As Chief Operating Officer for Deckers, Lafitte sat on its executive leadership team since 2015. He previously served as the company’s general counsel.