William D. Cappiello has been named president of Weston Wear Inc., the San Francisco-based manufacturer of contemporary dresses and sportswear.

He succeeds T. Kevin Coker, co-owner of Weston Wear, who will assume the roles of chief financial officer and chief operating officer. Cappiello will report to Coker and co-owner Julienne Weston.

Most recently, Cappiello was president of StreetWear Inc., the Boston-based activewear manufacturer. Before that he was managing director of Asia LLC; executive vice president of J. C. Penney Co. Inc., and president and chief executive officer of Internet start-up SportsHabitat.com. Earlier in his career, he was president of The Sports Authority Inc.; president and ceo of Parisian Inc., and president of stores and merchandising for Macy’s West (now Macy’s).

“We have addressed a need within the company to have a strong leader who has deep roots in the industry,” said Weston. “[William Cappiello’s] extensive sales experience will provide the energy and framework necessary to extend our reach in the contemporary market. We are excited to work with him to further develop our company and take Weston Wear to the next level.”

Founded in 1980, Weston Wear manufactures its entire collection in San Francisco and sells to such retailers as Anthropologie, as well as its own shop on Valencia Street in the Mission District in San Francisco. Overall, the company sells to 1,000 specialty stores in the U.S., Canada and Japan. Known for its knits and dresses that retail for under $200, the company produces under both the Weston Wear and Julienne W labels.

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