Michelle Gass assumes CEO role at Levi’s, expands leadership team

Levi Strauss & Co. announced that Michelle Gass has assumed the role of president and CEO, as previously disclosed in December.

Gass follows Chip Bergh, who served as the company’s president and CEO for over 12 years.

Michelle Gass takes over as CEO of Levi’s

"LS&Co. is a destination for the very best talent because of its history, its products and its values, and this past year I’ve had the unique opportunity to immerse myself in the business and meet so many members of our exceptional teams around the world,” Gass said.

On assuming the new role, Gass announced that Levi Strauss is expanding its executive leadership team with two immediate appointments, emphasising the company's dedication to pivoting fully to a DTC-first, brand-led business model.

In addition, Gass also said that the company’s plans to hire a president and chief commercial officer who will join the executive leadership team and be responsible for shaping the global commercial strategy and accelerating growth and profitability for the Levi’s brand.

Kenny Mitchell and Dawn Vitale to join the executive leadership team

The company said in a statement, Levi’s chief marketing officer Kenny Mitchell and newly promoted chief merchandising officer Dawn Vitale will join the executive leadership team, which, under Gass’ leadership, is responsible for setting the company's overall direction and overseeing all major strategic, financial and operational decisions.

“The addition of Kenny Mitchell and Dawn Vitale, as well as our new CEO of Beyond Yoga, Nancy Green, brings decades more of proven retail and consumer obsession to an already strong executive leadership team. I’m confident we have the right executive team and company strategies to accelerate our pivot to become a high-performing, DTC-first company,” Gass added.

The company said that Kenny Mitchell brings more than 20 years of global brand building experience to the Levi’s brand. He joined the company in 2023 from Snap, parent company of Snapchat, where he served since 2019 as chief marketing officer and led the growth of the platform’s global community, advertising base and developer partners.

Dawn Vitale is an accomplished senior merchandising executive with more than 20 years of experience in apparel category development and market expansion across international wholesale and retail channels.

Prior to joining the company in 2018, she served as vice president of Tommy Jeans and head of merchandising for Calvin Klein jeans at PVH Corp., where she helped to introduce the brands to new consumers and build market share.