Brixton names Levi's veteran as next chief executive

California-based apparel brand Brixton has named a new CEO.

Seth Ellison, a Southern California native and 40+ year veteran of the lifestyle apparel and action sports sectors, has been as Brixton's next CEO, effective April 22. 

Ellison most recently served as executive VP, chief commercial officer for Levi Strauss & Co. after having served for a decade in roles including Interim Levi's Brand president, president of Levi's Europe, and global president of the Dockers brand.

Prior to Levi's, Ellison served as executive VP, chief commercial officer of Alternative Apparel. His other roles include VP of design and merchandise at Quiksilver and president of Hurley International.

“I'm thrilled that Seth is joining us because he gets who we are and wants Brixton to be a better Brixton,” said Brixton co-founder and chief brand advisor. “I always felt that we could be the 'Levi's for the next generation', a brand that was both blue-collar and broadly culturally relevant and that remained cool as it grew. Who could be better as our next CEO than someone who has already executed my aspiration?" 

Founded in 2004, Brixton distributes its products across 1,300 storefronts, seven owned retail stores, along with a growing e-commerce presence.

“Brixton has had a unique point of view since its inception, an incredible price-value ratio in our core products of hats and flannel, and a brand position at the center of culture,” said Ellison. “We have all the right ingredients to become more meaningful to our brand loyalists and our retail partners as well as to introduce Brixton to new audiences."