Thrillist Media Group, which owns men’s e-commerce site JackThreads, has hired Tony Kretten as creative director of commerce. Kretten comes from Gap, where he served as head of men’s global design. Prior to working at Gap, Kretten was the design director for Structure and led the brand’s transition into Express Men’s. Before that he was design director for men’s at Guess Jeans.

Kretten will be responsible for designing JackThreads’ first self-named vertical brand, which will launch this fall. The line will include core basics and trend pieces.

“There is a white space in the marketplace for a brand like JackThreads to occupy and a huge opportunity to be that one-stop destination for young, everyday, real guys. I’m looking forward to helping push that vision forward,” said Kretten.

This appointment comes after Thrillist hired Mark Walker as president of commerce last December. Walker worked with Kretten at Gap for more than a decade as the head of men’s.

“I’ve had the pleasure of working with Tony in the past on a bunch of successful initiatives and when it came time to find someone for this role, I thought of him immediately,” said Walker. “Tony is a true creative, but also understands the importance of achieving a balance between trend and what’s sellable.”

JackThreads, which was acquired by Thrillist Media Group in May 2010, was started by Jason Ross in 2008 as a men’s flash sales site. The retailer abandoned the timed shopping model and evolved to feature more full-priced items. It introduced a private label, Goodale, in 2012. NBA star Russell Westbrook collaborated with the e-commerce site on an exclusive collection of Westbrook Frames sunglasses last year.