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Twisted X Beefs Up Western Management Team

Twisted X Global Brands has appointed Monte Nelson to vice president of Western and Lee Lemon to vice president of sales. The additions are part of Twisted X’s ongoing commitment to pushing the boundaries of innovation in the western footwear industry.

Prior to joining Twisted X Global Brands, Nelson was a senior sales executive at Justin Brands (including Tony Lama and Nocona), holding key roles across both brands during their rapid growth. He will be responsible for leading western sales of Twisted X, Black Star and Wrangler Footwear. Lemon owns extensive experience founding and operating his own business, as well as leading an array of brand and sales organizations. He will be responsible for leading sales for Twisted X Global Brands, including Twisted X, Twisted X Work, CellSole and Tamarindo.

“Monte is a proven, values-driven leader with experience delivering consistent, high-quality performance,” states Twisted X CEO Prasad Reddy. “Western is our heritage and continues to be a strong emphasis for us. Monte brings more than 16 years of experience in the western industry. He is well-positioned to drive Twisted X Global Brands toward continued growth, leadership and innovation in the western category. We are thrilled that he is joining our expanding team.”

In regards to Lemon, Reddy expects the veteran exec to thrive in this new leadership role. “What makes Twisted X special is that we prioritize our retailers instead of competing with them, giving them everything they need for success including the best products, education and support,” he says. “We have full confidence in Lee to continue strengthening these strategic partnerships to further our growth.”

“Twisted X is special in that the company prioritizes relationships with retail partners at the same level as loyal customers, an approach that has propelled them to extraordinary growth,” says Nelson. “Twisted X’s growth in casuals put them on the map back in 2010 with the introduction of the ‘original’ driving moc as a new category of footwear for the cowboy and cowgirl. I am thrilled that Twisted X is putting continued emphasis on growing its western category and being a part of the next growth chapter.”

“Every member of the Twisted X team is fueled by passion for the industry and it’s amazing what they’ve been able to do in terms of combining comfort, style and sustainability,” says Lemon. “I look forward to continuing to push the boundaries on product development and innovation to grow the brand and its footprint even further.”

Since its inception in 2005, Twisted X has dedicated its business to creating comfortable handcrafted footwear in western, casual, work and outdoor collections. From humble western beginnings, Twisted X was propelled forward by an unparalleled desire toward design and product development resulting in an assortment of versatile styles for all. Sustainability is at the forefront of Twisted X, which is committed to raising the bar to protect our planet by using eco-forward materials and practices.

Monte Nelson, vice president of Western, Twisted X Global Brands

Lee Lemon, vice president of sales, Twisted X Global Brands

The July 2024 Issue

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