Denim brand Levi Strauss & Co has appointed Jude Celedin as its new general manager for Australia and New Zealand.
Based in Perth, Western Australia, Mr Celedin previously worked for Nike for 24 years, in retail and wholesale roles across different geographies and in its global business. 

He said on taking up his new role that one of the things that appealed to him about Levi Strauss & Co was the brand’s emphasis on its direct-to-consumer business. He said the shift to “owning more of the connection and conversation with the consumer” was important.

“Partners are critical in most markets,” Mr Celedin said, “but brands need to own their own destiny. The brand should be led by the brand.”

Share this story: