Headlines

Wet Seal Rebrands

Returns to SoCal roots

Published

8 years ago

March 11, 2016

Wet Seal (Irvine, Calif.) has been reinventing and rebranding itself under the leadership of CEO Melanie Cox, who took the helm six months ago.

Those changes include taking the company back to its SoCal roots with a new logo that utilizes a hand-drawn script and marketing that incorporates teens taking a road trip through Malibu in a vintage Airstream trailer.

To mark those changes, Cox moved corporate offices to a new location, furnished with West Elm (San Francisco) fixtures, that was designed “to be emblematic of the brand, so you’re living and breathing it every day,” she told Women’s Wear Daily.

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