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Jan Van Mossevelde becomes VP & General Manager at icebreaker EMEA


Branded lifestyle apparel, footwear and accessories firm, VF Corporation, has announced the appointment of Jan Van Mossevelde as Vice President, General Manager of icebreaker EMEA.

Van Mossevelde will take on the new role effective in the autumn/fall this year and will report to icebreaker Brand President, Greg Smith.

Founded in 1899, VF is one of the world’s largest apparel, footwear and accessories companies. It has a diverse portfolio of outdoor and activity-based lifestyle and workwear brands, including Vans, The North Face, Timberland and Dickies.

Founded by Jeremy Moon in 1995 in New Zealand, icebreaker has pioneered the ethical and sustainable production of natural performing apparel. Now a part of the VF Corporation, icebreaker champions ‘natural, transparent and responsible ways to do business’.

icebreaker apparel is sold in more than 5,000 stores in 50 countries through wholesale, Touch Lab retail stores and e-commerce platforms.

Van Mossevelde joined VF in 2015 as General Manager, Global Brand Management and Demand Creation within the company’s Corporate Strategy organization. Since 2017, he has held the position of Vice President, Strategy for EMEA, a role in which he has developed foundational strategy work. Additionally, Van Mossevelde managed the Consumer Insights function and coordinated the Creative Vision process across all VF brands in EMEA.

“We are excited to have Jan lead our EMEA business,” said Greg Smith. “The experience Jan brings from his time with VF and prior, combined with his proven leadership skills, are exceptional.

“As we look to evolve the icebreaker business further, these are qualities that will enable us to take on the next phase of growth in the EMEA region and establish icebreaker as the global leader of natural apparel within the region.”

Martino Scabbia Guerrini, Group President, VF EMEA said “Jan has proven to be a key member of the EMEA leadership team during the past two years. His strong business acumen, thoughtful strategic approach and marketing vision have provided tremendous value for our brand portfolio, as well as the entire EMEA leadership team. I am sure that he will play a central role in building an even stronger future for the icebreaker brand.”

Prior to VF, Van Mossevelde spent 15 years at Procter & Gamble where he held numerous marketing and brand leadership roles. His experience included leading portfolio management for Europe, driving global innovation design for the billion-dollar category of laundry detergent pods and serving as Chief Marketing Officer for Germany, Austria and Switzerland.

“I am excited to go back to a brand leadership role after four years in a corporate role,” said Jan Van Mossevelde. “It was a first-row-seat opportunity to get accustomed with the VF organization, brands and leadership team.

“I am looking forward to start this new chapter of my career at VF supporting the icebreaker brand and its purpose-led future growth.”

Van Mossevelde succeeds Peter Ottervanger, who recently announced his decision to leave the brand to pursue new opportunities.

“We extend our deep appreciation to Peter for his strategic stewardship of the brand over the past several years,” Greg Smith added. “The momentum he has created will help Jan further accelerate the trajectory of icebreaker in EMEA in the years ahead.”



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