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Denny Bruce is the new president of Dickies

Denny Bruce is Global Brand President of Dickies. He will be responsible for all aspects of the brand’s global operations and performance. He will ensure the brand continues delivering compelling products supported by experiential campaigns that drive consumer acquisition. He’ll oversee the brand’s wholesale and direct-to-consumer businesses, including a focus on digital. He will also be responsible for continually strengthening the Dickies team and its capabilities to drive profitable growth through the activation of its strategic plan globally.

Dickies provides workers with tough, durable work wear. At the same time, the brand’s heritage and authenticity have transcended the work wear category. Dickies is a part of VF Corporation, which acquired the brand as part of its 2017 purchase of Williamson-Dickie and its portfolio of work wear brands. Of the 20 brands owned by VF, Dickies is the company’s fourth largest brand by revenue. VF Corporation is a global leader in branded lifestyle apparel, footwear and accessories.

Prior to joining VF, Bruce was at Traeger Pellet Grills. There, he quadrupled the company’s revenue and earnings during a four-year period. Before that, Bruce was vice president of domestic sales at Skullcandy, where he helped create an aspirational lifestyle brand while growing revenues. Bruce has also held roles at Vans and Burton Snowboards.