Alternative Hires VP of Marketing


Dawn De La Fuente, vice president of marketing

Los Angeles–based Alternative Apparel named Dawn De La Fuente vice president of marketing

The announcement follows an earlier appointment of Erik Joule as president and chief merchandising officer.

De La Fuente will manage Alternative's brand marketing, including "seasonal creative direction, visual identity, collateral, public relations, digital strategy, retail marketing and community-engagement efforts," the company announced.

"Dawn's proven experience in the lifestyle, technology and digital spaces will lend a powerful and distinct voice to our leadership team," Joule said. "Her core values truly align with those of Alternative. She believes that purpose supersedes the sole quest for profits and that brands can truly be a platform to engender social change."

De La Fuente comes to Alternative from San Francisco–based Incase, where she headed global marketing and communications. She also served in global public relations and strategic planning for Burton Snowboards.

"The passionate individuals that make up the Alternative brand align with my credo that an authentic point of view and purpose are the keys to building a strong brand," De La Fuente said. "My intention is to build upon this foundation, deepen our story and engage our audience in meaningful conversation."