Women’s Wear Daily
04.20.2014
fashion-scoops
fashion-scoops

Alternative Apparel Names Orondava Mumford Design Director

He joins the Los Angeles-based maker of fashion basics from Levi’s, where he was men’s global design director.

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NEW DESIGN DIRECTOR: Alternative Apparel has tapped Orondava Mumford as design director, which was an open position, effective immediately. He joins the Los Angeles-based maker of fashion basics from Levi’s, where he was men’s global design director. In his new role, he reports to Erik Joule, president and chief merchandising officer, who joined Alternative Apparel in January, also from Levi’s. Earlier in his career, Mumford designed his own women’s wear collection and ran a design studio working with brands like Alpha Industries, Converse and Edun. Alternative Apparel sells to specialty accounts, department stores including Bloomingdale’s and operates two retail stores in Los Angeles and Venice, Calif.

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