Apparel business VF Corporation has appointed Jan Van Mossevelde as the global brand president of Icebreaker, succeeding Greg Smith.

He will be based in Auckland, reporting to Martino Scabbia Guerrini, president, VF, EMEA region.

“His deep knowledge of the brand and the VF enterprise has enabled him to successfully guide the brand’s vision and operations across Europe since its acquisition in 2017,” said Guerrini. “Jan is a proven leader with a strong track record in the areas of innovation, brand strategy and international marketing, making him the ideal person to lead the Icebreaker brand on a global basis.”

Van Mossevelde joined the company in 2015 and has been VP/GM Icebreaker EMEA since 2019. Previously he was VP of strategy, for the region. Before joining VF, Van Mossevelde worked at FMCG giant Procter & Gamble for 15 years, where he held marketing and brand leadership roles.

“There has never been a better time to Move to Natural,” said Van Mossevelde.

“Consumers and the apparel industry at large are becoming aware of a heightened need for health, wellbeing and sustainability, which is at the heart of what Icebreaker is about. I’ve enjoyed leading Icebreaker in EMEA and look forward to expanding my scope to help chart the course for the brand’s purpose-led growth across all of VF’s global markets.”