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Bracken Darrell and the case for firing yourself
He helped turn Logitech into a design company. At VF Corporation, Bracken Darrell is testing the same restless habit: questioning what a familiar brand could become, including the decisions he made himself.
The North Face
The North Face is an American outdoor apparel, footwear, and equipment brand founded in San Francisco in 1966. Now a subsidiary of VF Corporation, it designs technical gear for climbers, hikers, skiers, and everyday adventurers - from the Nuptse and Denali jackets to Summit Series expedition kit - alongside a large lifestyle business, and generated roughly $3.7 billion in revenue in fiscal 2025. Its 'Never Stop Exploring' tagline anchors both a product philosophy and impact programs like the Explore Fund.
Timberland
Timberland is an American outdoor footwear and apparel company best known for its waterproof yellow boot, introduced in 1973. Founded on the shoemaking work of Nathan Swartz and his Abington Shoe Company, the brand grew from rugged workwear into a cultural staple embraced by hip-hop and streetwear before becoming a global lifestyle label. Now a VF Corporation brand headquartered in Stratham, New Hampshire, Timberland sells boots, sneakers, apparel and accessories through retail, e-commerce and direct-to-consumer channels, while pursuing circular design goals through its Timberloop take-back program.
Maisie Willoughby
Maisie Willoughby is a British marketing executive who has served as Vice President and Chief Marketing Officer of Timberland since October 2023. A self-described 'non-traditional, creative-first' CMO, she trained in fashion photography at the London College of Fashion and built her craft at agencies including Wieden+Kennedy, Anomaly and Cult LDN before spending roughly five years at Alexander Wang, ultimately as chief brand marketing officer. At Timberland she has repositioned the heritage boot brand at the intersection of fashion, music and street culture, steering the 50th anniversary campaign for the Original Yellow Boot and the viral 'Je T'imbs' collaboration with Louis Vuitton that drove billions of organic impressions and a sharp lift in sales.