G-star recruits Santiago Cucci, former head of the Levi Strauss group

Its acquisition last September by the WHP Global group was supposed to mean a new beginning for the emblematic Dutch jeans brand. Although G-Star Raw has announced artist Burna Boy as its ambassador, there is still not much buzz surrounding his reissue. However, the Amsterdam label, still headed by its CEO Rob Schilder, is quietly getting back into business and organizing itself.

The company hired a blue denim specialist. Rob Schilder announced the appointment of Santiago Cucci as chief growth officer on social media.

“I am delighted to welcome Santiago Cucci as our new Chief Development Officer. We are playing an important role in helping G-Star Raw achieve the sales growth we expect for the coming years,” the CEO explained in a post on the professional social network Linkedin.

“With management experience at Quiksilver, Tommy Hilfiger and most recently ten years at Levi’s, we are confident he has the knowledge and experience to support the accelerated growth phase we have entered with our new strategic partner WHP Global.”

Before a complicated break of several months at the helm of a professional sports club, Cucci worked for the Levi Strauss group. From 2013 to 2018, he was the US denim giant’s vice president for Southern Europe, before moving to San Francisco to head the US market. Then, from 2020 to 2023, he was the managing director of Dockers, which also belongs to Levis&Co.

In addition to his experience in the denim industry, the executive brings an international vision to G-Star, which has initiated a reshuffle program. In recent months, his teams have relaunched operations for long-term brand partners and acquired new franchisees, particularly in the French market, which has been a strong asset in the past. Several franchise stores have reopened in major shopping centers, such as Lyon Confluence, Cap3000 in Var and Parly2 in the Paris region. A clear indication of the ambitions of the new owner WHP Global.