Bracken Darrell likes starting over.
“This idea that you restart every day—that’s how I feel about everything,” he says. “You have a chance to reinvent things.”
It’s a mantra he’s intimately familiar with. Six months ago, Darrell became the new president and CEO of VF Corp., which owns brands including Vans, North Face, Timberland, and Supreme. Before that, he’d spent nearly 12 years as the CEO at Logitech, where he was instrumental in reviving the hardware company’s culture, rebooting its product line, and building an internal design practice rarely matched in corporate America.
Darrell started at Logitech in a moment when the company was overshadowed by Apple and its innovation streak led by Jony Ive. He managed to turn the company around, shaping it into a consumer tech juggernaut and a beloved work environment for many in tech and design. At VF, Darrell has been tasked with a similar turnaround challenge.
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