Redsand's New Lineup

Irvine, Calif.–based young men’s activewear apparel maker Redsand Inc., a division of New York–based Perry Ellis International Inc., is positioning itself for big-time growth.

Redsand is a youth-driven action-sports label that blends surf, skate, snowboard, music and art influences into its apparel for young men and women. Perry Ellis acquired the 9-year-old apparel company last November for an undisclosed amount. Since then, the indie label with big-name backing has added a few members to its team: Tim Bernardy, Cindi Carper, Bryce Cole and Rana Townend.

The company has hired Bernardy to head up national sales. Previously, Bernardy served as the chief executive officer at Metropolitan Prairie Inc., a better children’s apparel line based in Costa Mesa, Calif., that counts Jack’s Surfboards, Brave New World and Fred Segal Santa Monica as clients. Prior to that, he spent 16 years as the national sales manager and marketing director at O’Neill in Irvine. Bernardy has served on the Surf Industry Manufacturers Association’s board of directors for the past six years.

At Redsand, Bernardy will be responsible for seeking new accounts and increasing wholesale distribution. He will report to John Sabo, senior vice president of Redsand.

Carper has been named director of design and merchandising. She has almost 20 years of experience designing for actionsportswear companies, including Stussy and O’Neill. She replaces former designer director Eric “Gig” Gigler, who is now heading up the company’s T-shirt division.

Carper, who also reports to Sabo, is responsible for overseeing all aspects of apparel design, merchandising and production.

“It’s like launching a new brand,” Carper said. “Redsand for Fall has a lot of color, contrast treatments and subtle details—all meant to be layered and mixed up. It’s all denim-friendly with designs for the edgy artist, musician, skater and surfer.”

Cole, who has been named denim and bottoms designer, has designed private-label bottoms for Redsand under the C&C Co. licensee since 1996. He has worked as a designer in the action-sports industry for the past 11 years for companies including Suburban Brand Clothing, O’Neill and Rusty. He reports to Carper.

Townend, Redsand’s new marketing coordinator, recently graduated from California State University, Long Beach with a bachelor’s degree in business marketing. Previously, she held marketing positions at wholesale operations including Rusty and Cold As Ice. In her new position, she will assist Marketing Director Devin Johnson with advertising and promotion.

Graphic artist Wally Sato has also joined Redsand. Sato was formerly the men’s graphic designer at Rusty. Prior to that, he was the men’s T-shirt graphic designer at Billabong USA. In his new position, he will oversee art direction for T-shirt graphics, hangtags, ad campaigns and the company’s Web site. —Claudia Figueroa