Rhone, the premium performance lifestyle brand, has announced the appointment of Matthew Wallace as its newest executive leader. With over three decades of experience in operations, business development, and corporate transformation, Wallace joins the company’s senior leadership team to spearhead its next phase of expansion.

A Seasoned Leader Joins Rhone’s Executive Team

Wallace will collaborate closely with Rhone’s top executives — including Nate Checketts, cofounder and chief executive officer; Ben Checketts, creative director; Kelly Cooper, chief product officer; and Bethany Evans, chief marketing officer. Together, this leadership group is shaping Rhone’s global strategy at the intersection of innovation, lifestyle, and performance apparel.

In his new position, Wallace will oversee the company’s finance, people operations, supply chain, technology, and overall business execution, ensuring Rhone maintains operational excellence while scaling efficiently in competitive global markets.

Leadership Vision: Building Purpose Through Performance

CEO Nate Checketts emphasized that Wallace’s addition reinforces Rhone’s mission to “inspire progress in all its forms.” Checketts praised Wallace’s people-first leadership and deep operational expertise, noting that these qualities align perfectly with the brand’s commitment to authenticity, innovation, and community.

“Matthew’s extensive operational experience and people-first leadership approach align deeply with our mission to inspire progress in all its forms,” Checketts said. “His expertise will help position Rhone for long-term, meaningful growth as we continue to build a global community around performance and purpose.”

Before joining Rhone, Wallace was CEO and cofounder of DXM Inc., a forward-thinking fashion technology platform that enabled consumers to customize every aspect of apparel production — from design to delivery. His time at DXM reflected a growing industry shift toward personalization, sustainability, and digital transformation in retail.

Wallace’s distinguished career also includes leadership roles at Walmart, PVH Corp., and Cerberus Capital, where he led global operations and guided initiatives in digital innovation and supply chain modernization. His ability to integrate technology into traditional manufacturing and retail frameworks has positioned him as a leading voice in modern fashion operations.

In addition to his corporate achievements, Wallace has contributed to academia, serving as an adjunct professor of supply chain management at the Fashion Institute of Technology (FIT) and as a guest professor at North Carolina State University. His educational background includes a bachelor’s degree in business management from Ithaca College and studies at the Philadelphia College of Textiles and Science.

Rhone’s Continued Evolution in the Performance Apparel Market

Founded in 2014, Rhone started as a men’s premium performance brand dedicated to producing high-quality, functional, and stylish activewear. Over the years, it has evolved into a comprehensive lifestyle brand, expanding into casualwear, athleisure, and wellness-inspired collections.

In 2020, Rhone launched its first women’s capsule collection, signaling a pivotal shift in its market approach. By 2023, the brand introduced a full women’s line featuring sport and lifestyle pieces, further establishing its presence as a unisex performance label committed to inclusivity, versatility, and innovation.

Rhone’s growth mirrors a broader consumer trend toward athletic-inspired fashion and mindful living — a movement that blends performance, comfort, and sustainability. The brand’s emphasis on mental fitness, community, and progress continues to resonate with health-conscious consumers and modern professionals seeking purpose-driven brands.

Wallace’s arrival signals Rhone’s intent to strengthen its operational infrastructure and global reach. His expertise in business transformation, coupled with Rhone’s creative and community-driven ethos, positions the brand for sustained momentum in the evolving apparel industry.

Under this new leadership alignment, Rhone is expected to expand its digital footprint, enhance supply chain efficiency, and pursue sustainable manufacturing initiatives that align with modern consumer expectations.

As the fashion and activewear markets become increasingly competitive, brands like Rhone that emphasize quality, innovation, and purpose are set to define the next generation of lifestyle and performance apparel.

Matthew Wallace’s appointment represents a strategic step forward for Rhone — reinforcing the brand’s focus on operational excellence, innovative growth, and purpose-driven leadership. With a seasoned executive team and a clear commitment to performance and progress, Rhone continues to establish itself as a global leader in premium lifestyle apparel.