Kendall Jenner has some company at Revolve Group Inc.
On Tuesday, the Los Angeles-based fashion retailer appointed the former NBA player chief performance officer for Revolve Man and Frwd Man as it seeks to expand its menswear business.
Earlier this month, the company named Jenner global creative director of Fwrd and a Revolve Los Angeles ambassador. Jenner had been creative director of Fwrd since 2021.
Wade, too, has had a long relationship with Revolve Group and in his new role will serve as the face of its men’s brands as well as a strategic adviser, helping to translate the company’s perspective into fashion, sports, culture and wellness.
Revolve said Wade will work to “shape the vision” of the company’s men’s business through product curation and brand-building initiatives, while providing insight into category expansion, consumer trends, brand marketing, and partnership opportunities.
Revolve Man focuses more on a contemporary assortment while Fwrd Man offers luxury menswear.
“As we continue investing in the future of our men’s business, we wanted a partner who authentically embodies the intersection of sport, fashion and culture,” said Michael Mente, cofounder and co-chief executive officer of Revolve Group Inc. “Dwyane has long been recognized not only for his accomplishments as an athlete, but for his influence on modern men’s style and his ability to shape conversations beyond the court. His perspective, relationships and vision make him the ideal partner to help guide this next chapter for Revolve Man and Fwrd Man.”
“Style has always been an extension of how I express myself, both personally and professionally,” said Wade. “What excites me about this partnership is the opportunity to help shape how men engage with fashion today. Revolve and Fwrd understand that modern style is no longer divided between performance, luxury and everyday wear — it’s all connected. Together, we’re building something that reflects how men actually live, dress and show up in the world.”
Wade will also provide strategic direction on category development, help identify emerging opportunities, new brands and product categories. His involvement will span content, commerce, partnerships, events and long-term growth initiatives. He will also be featured in upcoming campaigns, content initiatives, brand experiences and curated product programs for the company.
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