U.S. Polo Assn. hires Abercrombie & Fitch designer to lead men's and boys'

U.S. Polo Assn. has appointed David Swetman as global design lead for men's and boys', recruiting from Abercrombie & Fitch as it builds out its senior team, WWD reported.

Swetman spent 18 years at A&F, most recently as senior concept designer for global menswear, where he is credited with a significant part in the reinvention of the company's men's business. A Central Saint Martins graduate, he previously interned at Paul Smith and Reiss.

His remit covers design vision and product direction for all men's and boys' apparel across the brand worldwide, including design, trend forecasting, concept development, seasonal storytelling and category innovation. He will work with the brand's licensee network to set a single global design direction while leaving room for regional variation.

J. Michael Prince, president and chief executive of USPA Global, tied the hire to the company's growth target. "As we continue to expand around the world, we remain committed to investing in exceptional talent that can elevate our product offerings, strengthen our global design capabilities, and shape the future of our men's and boys' businesses around the world," he told WWD, citing Swetman's role in "one of the industry's most notable brand transformations" as the brand executes its elevated plan and goal of 4 billion dollars in global retail sales.

The numbers behind the target

The appointment comes off five consecutive record years. USPA Global reported 2.7 billion dollars in worldwide retail sales for 2025, up from 2.5 billion in 2024 and 2.4 billion in 2023, with North America its largest region and growth reported across India, the Middle East, Western Europe and Latin America.

The 4 billion dollar figure Prince referenced is a long-term goal rather than a forecast, and sits alongside targets of 1,500 stores, 100 digital sites and 25 million social media followers. The brand currently operates around 1,200 stores worldwide, having raised its store target timeline to 2030, and sells in more than 190 countries through roughly 50 e-commerce sites in 20 languages.

Much of that reach runs through licensees rather than owned operations, which is what makes a single global design authority for menswear a structural change rather than a personnel one. Swetman's job is to impose one product direction across a network that has grown market by market.

The brand's marketing continues to lean on the sport itself. Its ESPN partnership, which carries the U.S. Open Polo Championship from the USPA National Polo Center in Palm Beach County, has been extended through 2026, with further broadcast deals covering TNT and Eurosport in Europe, Star Sports in India and BeIn Sports in the Middle East.

This article was drafted with the assistance of AI and edited by a FashionUnited journalist.