by Stephen Garner
Zulu Williams

DEVIL-DOG Dungarees, a division of General Sportwear, has tapped Zulu Williams as senior design director in a newly created role. Williams will work in partnership with the brand’s existing vice president of merchandising and sales, Sean Connelly, who helped General Sportwear re-launch the DEVIL-DOG Dungarees brand in 2019.

Williams will oversee all aspects of the design process across all DEVIL-DOG Dungaree product categories including jeans, pants, shorts, t-shirts, hoodies, hats, and accessories. In addition, Williams will weave DEVIL-DOG Dungarees’ brand DNA into everything, from product to marketing to advertising, to ensure all aspects reflect the brand’s message and values.

Williams was most recently at Macy’s Merchandising Group, in which over a 16-year tenure, held several leadership roles, ranging from design director to design vice president; and also led teams across kid’s; men’s millennial; and, modern and classic private brands.

Earlier in his career, Williams co-founded influential New York streetwear brand, PNB Nation, which was voted “29 of the 50 Best Brands of the ‘90s” by Complex. With his experience at PNB Nation, he gained extensive expertise in product development and brand building. However, it was during his time at Macy’s, while working with Cone Denim Mill in North Carolina, that William’s found his passion for denim. A career highlight was working on denim development at the renowned Sights Denim Systems laundry in Henderson, Kentucky, where he gained a wealth of experience and knowledge.

“I’m really excited to be joining the General Sportwear team, particularly at this moment,” said Williams. “I believe the company is positioned for growth at retail as the country transitions to a new normal. There is so much runway for the DEVIL-DOG Dungarees brand, and I’m looking forward to dreaming up new possibilities.”

“Zulu is an exceptionally dynamic leader with a proven track record of inspirational design, trend forecasting, leading design teams, and brand building,” added David Rosenstock, executive vice president and owner at General Sportwear. “His unique creative abilities and retail experience will help us further build upon our early momentum and achieve the ambitious goals we have set.”