Former Gucci executive to lead denim brand through expansion and restructuring
RE/DONE, the Los Angeles-based denim brand known for its focus on upcycling and heritage-inspired design, has appointed Phillip Prado as Chief Executive Officer. Prado’s arrival comes as the company prepares for expanded product development and global market entry.
A luxury fashion veteran, Prado brings more than 20 years of experience, having previously worked at Calvin Klein and Burberry, and most recently at Gucci, where he held the role of SVP Merchandising for the Americas before becoming Global Chief Merchandising Officer based in Milan. He is recognized for balancing commercial objectives with creative direction.
“RE/DONE’s founding ethos, rooted in authenticity and honoring the past to inspire the future, is more relevant today than ever,” said Prado. “RE/DONE has built a strong identity and loyal following over the last decade, with a distinctive point of view and commitment to heritage, innovation and craftsmanship. I’m thrilled to join the team at a moment of true opportunity: to build on the brand’s iconic foundation and expand into new territories and categories, while staying true to its creative spirit rooted in Los Angeles.”
Founded in 2014 by Sean Barron and Jamie Mazur, RE/DONE gained early attention by reconstructing vintage Levi’s into contemporary silhouettes. The company later collaborated with brands including Hanes and Champion, and now operates as a lifestyle label with international distribution.
With Prado in place, RE/DONE plans to develop new product categories and adjust its channel mix. The brand is expanding its direct-to-consumer strategy in markets such as New York, London, and parts of Asia, while also focusing on its e-commerce business at shopredone.com. Currently, RE/DONE is sold through more than 350 retailers in over 30 countries.
Style Capital, a Milan-based private equity firm that first invested in RE/DONE in 2018, has increased its ownership stake to become the majority shareholder. The firm also confirmed its continued commitment to RE/DONE’s international development. In addition, Susan Chokachi, former Chief Brand Officer and President and CEO of Gucci Americas, has joined RE/DONE as chair of the board.
“Now is the right time to reinforce the structure of the company, financially and from a management standpoint, so we are pleased to appoint Phillip and to have Susan’s experience to help guide the company into the next era,” said Roberta Benaglia, CEO of Style Capital. “We have always believed in the vision of RE/DONE and are committed to help fuel the brand’s growth for the future.”
Chokachi added, “RE/DONE has always had a distinct position in the market—equal parts iconic brand, cultural movement, and creative platform. RE/DONE has been an industry trailblazer on vintage and upcycling, building a great American brand on creative principles that matter to younger consumers. With Phillip at the helm and the continued support of Style Capital and the brand founders, we are poised to scale the best of the brand’s core promise, while honoring its California roots and cultural authenticity.”
The company plans to continue collaborating with creatives across disciplines as part of its brand approach. Future initiatives will involve artists, designers, and other cultural figures in projects centered on vintage material and reinterpretations of classic design.