Erike Joule, a 25-year industry veteran who most recently served as Senior Vice President of Global Merchandising and Design at Levi Strauss & Co, is joining lifestyle clothing brand Alternative Apparel as President and Chief Merchandising Officer starting January 7, 2013. He will work out of the Atlanta-based brand’s design office in Los Angeles and report to CEO Evan Toporek. He will also work closely with brand founder and Chief Creative Officer Greg Alterman.

Joule, a native of France, will oversee merchandising, design, development, sourcing and brand marketing at the company, which is now aiming for international expansion. “I look forward to joining the Alternative Apparel team as its values of ‘taking the road less traveled’ as well as balancing sustainability and business are very symbiotic to my own,” he says. “In addition, the intimate size of the company and its ability to be flexible, nimble and daring is most exciting to me along with its international expansion.”

During his time at Levi’s Joule helped globalize that brand and was instrumental in introducing new collections such as the bicycle-based Commuter Series and eco-friendly Waterless jeans.

Alternative Apparel was founded in 1995 and makes and sells men’s and women’s activewear, sportswear, bags and a new line of yoga clothes and accessories called MOVE. It is sold in department and specialty stores and two of its own freestanding stores in Venice Beach and the Larchmont area of Los Angeles.