On paper, Todd Dalhausser’s background is mainly in footwear. His résumé includes Saucony, Reebok, Vans, and most recently, Altra.
But Dalhausser, who was named global brand president of Dickies in April, is quick to point out that he was actually responsible for apparel at most of his past jobs. In his new role, the industry veteran has been charged with getting the venerable brand back on a growth trajectory for its parent, VF Corp., which owns both Dickies and Altra.
As he settles in to his new job, Dalhausser has a clear vision on what needs to be done. In a nutshell, he plans to bring Dickies back to its roots and stop chasing the fickle lifestyle customer who has embraced the brand of late. In addition, the number of styles will be dramatically reduced.
