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Technical Absorbents
Technical Absorbents

29th January 2019, Stony Brook, NY

ADNAS targets fashion world with new appointment

Branding expert will help deploy a proven textile integrity platform to the fashion world. Applied DNA Sciences, a leader in PCR-based DNA manufacturing for product authenticity and traceability solutions, has announced the appointment of Stephen Birkhold to the company’s Strategic Advisory Board (SAB) and retention as a consultant to assist the company with market penetration in the fashion and luxury apparel and accessory markets.

“Steve’s expertise in fashion merchandising includes marketing, retail, wholesale, e-commerce and strategic positioning in a very competitive, fast-moving vertical that is a perfect fit for our technical platform. Together, we will help global brands to secure their position with forensic science,” said Wayne Buchen, Vice President of Strategic Sales for Textiles at Applied DNA Sciences.Mr Birkhold is a 30-year veteran of the fashion industry and is the former CEO of several of the world’s most prominent apparel brands. He has a proven record of effective strategic management, leading globally recognised brands, and having served as the CEO of Bebe Stores, Lacoste, Diesel and Earl Jeans, along with a 10-year tenure at VF Corporation working with Lee Jeans and Nautica Jeans.

“Steve Birkhold is one of the most respected names in fashion. His expertise will help us bridge the strategic connection between our leading-edge technology and the supply chains and associated claims of contemporary fashion. His knowledge of the global business environment within the fashion world, and his entrée in the most recognised C-suites, will accelerate our go-to-market timeline,” commented Dr James Hayward, President and CEO of Applied DNA Sciences.

Under the terms of the agreement, Mr Birkhold will spearhead the development of a new sales, marketing and go-to-market strategy for the company’s technology in the fashion and luxury apparel and accessory markets. Mr Birkhold will leverage his substantial industry contacts to facilitate the introduction of the company’s technology to the C-suite executives of well-known fashion and luxury apparel and accessory brands.

“By understanding a fashion brand’s business challenges, Applied DNA is uniquely qualified to secure their claims of sustainability, relevance to the circular economy, ethical sourcing and the veracity of fiber content,” said Mr Birkhold. “I am delighted to join their world-class team, and to offer contemporary brands the tools to improve global trade in fashion.”


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