Santiago Cucci

7 Quick Qs With Our New Global Head of Dockers®

Unzipped Staff
Levi Strauss & Co.
May 4, 2020

Get to know our new leaders at Levi Strauss & Co. through these Quick Qs. Meet Santiago Cucci, who recently moved into a new role as the new Global Head of Dockers®.

1. What attracted you to LS&Co.?
Originally, it was my passion for denim. But as I’ve spent time getting to know the LS&Co. portfolio, my passion has expanded. I’m convinced there is a spot for a Californian cool, disruptive casualwear brand next to Tommy Hilfiger, Ralph Lauren and Lacoste. I think Dockers® can take that spot.

2. What does success look like in your job?
The Dockers® carve-out is necessary for the success of the Dockers® brand. I know we face new challenges, but we have a strategy, we know how to execute and we will hold ourselves accountable. And with the support of the full LS&Co. organization, we will be able to navigate this new terrain successfully. Ultimately, success is when your team is recognized as best in class across the market.

3. Do you have a favorite personal story about LS&Co. or one of our products?
When I was a teenager and experimenting with style, I remember my first khakis were a pair of dark teal Dockers® that I found in my favorite hometown department store. On my last trip to Europe, I found that same dark teal color of Dockers® in the ECI store in Barcelona and it refreshed my fond memory of that original pair.

4. Who is the most famous person you’ve ever met?
My mom is my hero, but I introduced Nicolas Sarkozy (former president of France) to [LS&Co. EVP of Europe] Seth Ellison at a soccer game.

5. What dish are you best at cooking?  
I can’t be trusted in the kitchen and my wife is always asking me not to cook, but the one thing I’m asked to make every time is the dressing for the salad.

6. What is your favorite quote?
“Done is better than perfect.”

7. How many cities have you lived in?
Paris, London, Madrid and San Francisco — but the best place in the world is my Basque country hometown of Biarritz!