As CEO of Dockers®, Santiago Cucci leads the development and implementation of the brand’s strategy and overall operational success. With more than 15 years of experience in the apparel industry, Santiago has a longstanding passion for building and growing successful, consumer brands. In his role, Santiago is focused on formalizing the direction and vision that will continue to evolve and distinguish Dockers® global presence.
The Dockers® brand has been the authority in khaki pants for more than 30 years. Since its launch in 1986 in San Francisco, California, the American classic has been at the heart of the casual movement, providing men with quality products for every occasion. The Dockers® business is a hybrid of wholesale, retail/outlet, ecommerce, and is distributed in over 15 countries across Europe, Asia, and the Americas. With a California-cool mentality and a focus on both product innovation and sustainability, Dockers® has expanded beyond khakis and into a full lifestyle, casualwear brand.
No stranger to this heritage brand, Santiago has worked on Dockers® since joining LS&Co. in 2013 as the managing director for France, a role that soon transitioned to vice president of Europe South, where he oversaw business performance in France, Spain, Italy and Portugal for both the Levi’s® and Dockers® brands. Most recently, Santiago held the role of senior vice president & managing director in the U.S. for Levi Strauss & Co., focusing on wholesale performance and overseeing the operations of Dockers®, Levi’s®, Signatureby Levi Strauss & Co.™, and Denizen® from Levi’s®.
Prior to his roles at LS&Co., Santiago served as CEO of manufacturer and retailer, Kaporal, which, under his leadership, saw a transformation of its wholesale strategy. In addition, he has also held key leadership positions at Quiksilver and Tommy Hilfiger.
Of French and Spanish descent, Santiago is fluent in English, French and Spanish. Recently relocated from Biarritz, Santiago currently resides in San Francisco with his wife and five children. He is an avid surfer and a licensed pilot.