American apparel company Southern Tide just made two executive changes to their staff. The South California-based company just hired Craig O’Brien as their new creative director as well as a new director of women’s design Jessica Zaro.

These two key roles were brought on by the company in order to help strengthen the brand’s relationship with the customer. The goal is to see the brand through the eyes of the customer and implementing that into designs. The mantra for the brand, “built with a purpose,” means that every design is made in order to bring a better connection between the customer and their experiences with the products. "It's an exciting time at Southern Tide as we build on our growth and translate the brand's heritage into new experiences for our customers,” O’Brien said in a statement. “For us that's about embracing the experiential side of the lifestyle as we continue to evolve both men's and women's collections, and building genuine brand partnerships that signal the future."

O’Brien has over 15 years of experience as a vice president of design at Vineyard Vines. Additionally, he has worked in brand development in the U.S. and has headed men’s design departments. Zaro has 14 years of experience in design and retail. She held roles at companies such as Shoshanna, Tori Richard, and Lilly Pulitzer. Moving forward, these two are expected to bring Southern Tide to the next level in design. “Now more than ever, Southern Tide is looking to make its mark on the fashion and apparel world,” chief executive officer Christopher Heyn said in a statement.





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