Dive Brief:
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JackThreads, the mens apparel arm of content-commerce company Thrillist Media Group, has hired former Gap mens design chief Tony Kretten as creative director, the company said Tuesday.
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Kretten was at The Gap for 13 years, most recently as chief of Gap Men’s Global Design. He lead the brand’s (RED) collaboration with Bono and the re-launch of its 1969 sub-brand. Kretten also worked at Express Mens and at Guess Jeans.
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Thrillist said that in addition to overseeing the creative direction and growth at JackThreads, Kretten will be heading the company’s first self-named vertical brand set to launch this fall. Kretten joins former Gap colleague Mark Walker who is now Thrillist president of commerce.
Dive Insight:
Thrillist and JackThreads have been working to find the sweet spot between broad “fun” appeal and online exclusivity (though the brand is no longer "members only). The company has also been finding ways to replace the immediacy and touch-and-feel opportunities of brick-and-mortar with e-commerce stand-ins — letting shoppers see how often an item is looked at, liked, and purchased, and setting up ways for them to chat with female assistants for feedback on possible purchases.
“There is a white space in the marketplace for a brand like JackThreads to occupy, and a huge opportunity to be that one-stop destination for young, everyday, real guys,” Kretten said in a statement. “I’m looking forward to helping to push that vision forward. Thrillist Media Group is the future of how e-commerce businesses communicate with their customers and I want to be a part of building a company of the future.”