Bracken Darrell
President and chief executive of VF Corporation since July 2023
Bracken Darrell is president and chief executive of VF Corporation, the owner of The North Face, Vans and Timberland, a role he has held since July 2023. Previously chief executive of Logitech for a decade, he has led a turnaround at VF that included the sale of Supreme and Dickies.
| Role | President and chief executive of VF Corporation |
|---|---|
| Since | 17 July 2023 |
| Previous role | Chief executive of Logitech (2013 to 2023) |
| Education | Hendrix College; Harvard Business School MBA |
| Divestments | Supreme (2024), Dickies (2025) |
Who is Bracken Darrell?
Bracken Darrell is an American executive and the president and chief executive of VF Corporation, the outdoor and lifestyle apparel group whose brands include The North Face, Vans and Timberland. He came to fashion from consumer products and technology, an unusual background for the head of a major apparel company.
Career
Born in Kentucky, Darrell graduated in English literature from Hendrix College in 1985 and earned an MBA from Harvard Business School in 1989. He worked at PepsiCo, General Electric and Gillette before joining Procter & Gamble, where he was president of the Braun division and led the turnaround of Old Spice. In 2008 he became an executive vice president at Whirlpool.
In 2012 he joined Logitech as president and became chief executive in early 2013. He led the company for about a decade and was credited with turning around the business by expanding into new categories and making design a strategic priority.
Bracken Darrell and technology
Darrell's decade at Logitech, a maker of computer peripherals and consumer electronics, gives him a rare technology industry perspective among apparel chief executives. When VF appointed him, Retail Dive noted that analysts saw his lack of footwear and apparel experience as a departure from VF's tradition of promoting internal candidates.
Leading VF Corporation
Darrell took office on 17 July 2023, succeeding interim chief executive Benno Dorer. VF had seen falling revenue at Vans and other brands. Under his turnaround programme the company sold Supreme in October 2024 and Dickies in November 2025 to Bluestar Alliance. According to VF's 2026 proxy statement, the divestments helped reduce net debt from about 5.8 billion US dollars to 2.7 billion.
- July 2023: president and chief executive of VF
- October 2024: sale of Supreme
- November 2025: sale of Dickies
- Focus on core brands including The North Face, Vans and Timberland
Why it matters
VF is one of the largest apparel groups in the world, and its restructuring under Darrell is a closely watched test of whether a portfolio company can restore growth by simplifying its brand roster and strengthening its balance sheet. His appointment also illustrates a broader willingness among fashion companies to recruit leaders from technology and consumer goods.
Frequently asked questions
Who is the CEO of VF Corporation?
Bracken Darrell has been president and chief executive of VF Corporation since July 2023. He previously led Logitech for about a decade.
What has Bracken Darrell changed at VF?
He has led a turnaround that included selling Supreme in 2024 and Dickies in 2025 to reduce debt. VF's proxy statement says net debt fell from about 5.8 billion to 2.7 billion US dollars.