LEVI’S GOES ORGANIC: Levi Strauss is hopping onto the organics bandwagon. The San Francisco denim giant is preparing to introduce denim and other products manufactured from organic materials. A company spokesman said organic products would be offered throughout Levi’s portfolio of brands and products, and that a formal announcement describing the program would be made in the coming weeks.

GUESS NAMES CFO: Dennis Secor will take over as senior vice president and chief financial officer of Guess on July 5. In February, the Los Angeles company announced that Frederick Silny would be leaving as cfo. Carlos Alberini had assumed those responsibilities. Secor joins the company from Electronic Arts Inc., where he had been a vice president and cfo of the Canadian business segment since 2004. Secor previously served stints at Callaway Golf and Polaroid.

MERVYNS APPOINTMENT: Mervyns has named John Serino executive vice president of operations, succeeding Beryl Buley, who left in November. Serino, who has nearly 36 years of experience in retailing, will report to Vanessa Castagna, executive chairman of Mervyns’ board. Serino will oversee stores, store operations, visual merchandising, real estate and property development for the 187-unit chain. He was chief operating officer for After Hours Formalwear, a division of David’s Bridal, which is being sold by Federated Department Stores. Earlier, he was with Wilsons Leather, Auto Palace and Marshalls.

PHAT HOME: Kellwood’s Phat Fashions division has signed an agreement with Dan River Inc. to develop and market a home collection under the Phat Farm and Baby Phat brands. The new lines are slated to hit department and specialty stores for fall selling. They will consist of bedding, bath furnishings and window treatments. The Phat Farm bedding ensembles include stonewashed denim and nautical blocks of color embroidered with the signature logo. The Baby Phat bedding styles a playful look with palettes of Asian black velvet, white mink and various prints.

This story first appeared in the June 15, 2006 issue of WWD. Subscribe Today.

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