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Bracken Darrell

President, Chief Executive Officer & Director, VF Corp

Search every verified Bracken Darrell interview, podcast appearance, and on-the-record quote — each transcript cross-checked by AI and human review to confirm speaker identity. In October 2026, Bracken Darrell, CEO of VF Corporation, appeared in two podcast episodes with host Brian Owusu. In the first episode, published October 14, Darrell discussed his concept of "practical curiosity," which he defined as combining wonder with action. He described a personal story from the pandemic in which he walked across his backyard to investigate a red rose blooming in winter, which he said crystallized this principle for him. He also mentioned a habit of selecting a new topic to study in depth every three to five years, citing past subjects including World War II in Asia, art history, and quantum mechanics. In a second episode published October 3, Darrell spoke about brand building and design. He said that "product doesn't lie" and that design involves creating user delight across all aspects of a business, including employee benefits and investor experiences. He described culture as owning the brands under VF Corporation, stating that the company must "feed the culture" and guide it rather than dictate it. He also outlined several ways to grow a business, including growing with a category, increasing market share, and creating better products and marketing.

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Notable quotes

“There are four or five ways to grow a business. One is the category is going to grow. So if you just grow with the category, you grow. Okay? So if you're in a high growth category, you grow fast. If you're in a low growth category, you grow slow. Second is to grow market share. That's what most of us talk about most of the time, which is about boy, you got to have, you know, how do you create better products? How do ”

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