VF Corporation Appoints Jan Van Mossevelde As Global Brand President, Icebreaker

VF Corporation has announced the appointment of Jan Van Mossevelde to the position of Global Brand President, icebreaker. Van Mossevelde will be based in the brand’s home market of Auckland, New Zealand. He will report to Martino Scabbia Guerrini, President of VF’s EMEA region.

Since 2019, Van Mossevelde has served as Vice President, General Manager, icebreaker EMEA. He joined VF in 2015 as General Manager, Global Brand Management and Demand Creation, within the company’s Corporate Strategy organization. Previously, he served as Vice President, Strategy, for VF’s EMEA region.

“We’re very excited to have Jan lead the icebreaker® brand globally,” said Scabbia Guerrini. “His deep knowledge of the brand and the VF enterprise has enabled him to successfully guide the brand’s vision and operations across Europe since its acquisition in 2017. Jan is a proven leader with a strong track record in the areas of innovation, brand strategy and international marketing, making him the ideal person to lead the icebreaker® brand on a global basis.”

Prior to VF, Van Mossevelde spent 15 years at Procter & Gamble where he held numerous marketing and brand leadership roles. His experiences included P&L portfolio management, driving global innovation design for the billion-dollar category of laundry detergent pods, and serving as Chief Marketing Officer for the company’s Germany, Austria and Switzerland operations.

“I am honored and excited to lead the icebreaker® team globally,” said Van Mossevelde. “There has never been a better time to Move to Natural. Consumers and the apparel industry at large are becoming aware of a heightened need for health, wellbeing and sustainability which is at the heart of what icebreaker is about. I’ve enjoyed leading icebreaker in EMEA and look forward to expanding my scope to help chart the course for the brand’s purpose-led growth across all of VF’s global markets.”

Van Mossevelde succeeds Greg Smith, who recently announced his decision to leave the brand to pursue new opportunities.