VF CEO Explains Dickies Sale, Elaborates on Vans, North Face Strategies

VF executives outlined why they decided to sell Dickies despite recently relocating the brand from Texas to California, how Vans plans to return to growth, and why VF decided to keep its packs business at a Wells Fargo conference Wednesday morning.

Published: September 17, 2025By Tiffany Montgomery

VF Corp. CEO Bracken Darrell. File photo courtesy of VF.

VF Corp. CEO Bracken Darrell provided extensive details about the recent decision to sell the Dickies brand to Bluestar Alliance and outlined strategies for revitalizing Vans and elevating The North Face during the 8th Annual Wells Fargo Consumer Conference Wednesday morning.

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Posted in: Executive Edition

Tagged with: Bluestar Alliance, Bracken Darrell, Dickies, The North Face, Vans, VF Corp.