La Jolla Group (“LJG”), the premiere multi-brand apparel licensing company with a portfolio of prominent brands including O’Neill Clothing USA, Lost Clothing, Metal Mulisha Clothing, and Rusty North America, today announced the appointment of Jim Shubin as Vice President of Sales and Marketing for its latest acquisition, True Love & False Idols (“TLFI”). Effective immediately, Shubin will report to Toby Bost and Bill Bussiere, LJG’s CEO and President respectively, and will be based out of the company’s headquarters in Irvine, Calif. In his new position, Shubin will play a key role in solidifying the TLFI brand platform, overseeing development and partnerships, and implementing a global distribution strategy.
“Shubin is the perfect match for La Jolla Group and the right leader for the journey we are embarking on with True Love & False Idols,” commented Bost. “His understanding of the streetwear sector, combined with his business relationships, charisma, and overall positive spirit are all attributes that will make him successful in this position. We are excited for what will undoubtedly be a fun and successful venture.”
A Southern California native, Shubin has worked in the fashion and action sports industries for more than 20 years, and has become known by his peers as “the brand builder.” Most recently, he has consulted for CLASS and the Nielsen Group on the launch of CLASS@ASR in San Diego, CA; and managed various international apparel brands looking to expand into the U.S. market, most notably, WeSC. While at WeSC, Shubin conceptualized and implemented all marketing efforts and product launches, streamlined alliances and established a nationwide retail presence.
Earlier in his career, Shubin served as VP of Marketing and International Sales at Ezekiel, where he worked closely with the sales and design teams to reposition the brand and increased sales by 300%. Prior to Ezekiel, Shubin was the Director of Sales and Marketing at Dwindle Distribution, home to 10 of the most influential brands in skateboarding, including Almost, Enjoi, World Industries, Blind Skateboards, Tensor, Speed Demons, Darkstar, and Droors. During his tenure, Shubin’s non-traditional marketing approach and deep global network helped build Enjoi and then launch Almost Skateboards into two of the most recognizable names in action sports.
Shubin added, “I am excited about the challenge of building an emerging brand with tons of potential – especially one with as much depth and DNA as TLFI. La Jolla Group’s solid infrastructure provides a great foundation to further this brand’s growth and product evolution.”
