by Stephen Garner
Jim Diehl for BN3TH

BN3TH (pronounced: ‘beneath’) has tapped Mike Loughlin as its new key account manager for the U.S. as of July 1st.

This announcement follows the March 2020 appointment of surf legend and industry executive Matt Keenan as the men’s underwear brand’s new director of sales for North America.

Loughlin will be responsible for the establishment and development of key accounts across the country. He will initially work closely with Keenan to layout a long-term retail strategy then will work alongside territory sales reps and key accounts to carry out the plan.

Mike Loughlin

Prior to joining the team, Loughlin spent four years at California-based apparel and fashion brand Stance, where he held many different project-leading positions throughout his tenure, including sales director of the western U.S.

Loughlin said of his appointment, “I am really excited to join the BN3TH team and look forward to growing with a brand that has sustainability and innovation at the core of its DNA.”

“I’m beyond excited to have Mike join our growing U.S. sales team at BN3TH,” said Keenan. “The experience he gained while at Stance both in product and leadership will be invaluable. He will help us solidify key relationships in the marketplace and set the direction for the brand for the coming years in that channel.”

“Mike is very well known in the industry as a real go-getter, a team player, and someone that can be counted on to help accounts, sales reps, and the company achieve both individual and combined goals,” added Darren Hawrish, CEO of BN3TH. “Even during these challenging times, we have continued to excel with innovation and opportunity creation. We are ready and well-positioned for someone like Mike to be the gasoline on our fire as retail reopens in the U.S. We are one of the few businesses able to keep 100 percent of our staff and one of even fewer companies actively hiring. A big part of that has been our amazing people and strong culture. I have no doubt Mike will fit right in and play a huge part in our business and growth going forward.”