L2 Brands appoints John Fryer chief executive officer
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US-based decorated apparel and headwear business L2 Brands has appointed John Fryer as its chief executive officer, effective September 28, 2026.
Fryer brings leadership experience across activewear, teamwear and collegiate channels. He most recently served as president of US-based activewear firm Unrivaled Teamwear, an entity carved out from Hanesbrands that operates Champion Teamwear, Gear for Sports and Knights Apparel. In his new role, Fryer will lead the integrated organization spanning commercial, product, supply chain and manufacturing operations as it expands across collegiate, resort and destination, golf and corporate markets.
US-based private equity firm Sentinel Capital Partners owns L2 Brands as part of its midmarket portfolio. Fryer succeeds interim co-chief executive officers Paige Wingert, who co-founded Legacy Headwear, and Evan Toporek. Both executives will support the transition before returning to their positions on the company board of directors.
“Throughout this process, we were looking for a leader who understood what makes L2 special — our people, our brands, our customers and the culture that has been built over more than three decades,” said Wingert. “John brings the leadership experience, energy and values that we believe make him the right person to lead L2 into its next chapter.”
Toporek added: “L2 has tremendous momentum and significant opportunities for continued growth. John's experience building and leading consumer businesses, combined with his focus on customers, brands and operational execution, stood out to us.”
The appointment comes as the company continues to expand its portfolio. L2 Brands currently serves its end markets through its League, Legacy, Ouray, Locale and newly acquired Wild Tribute brand portfolio.
“I am honored and excited to join L2 Brands,” said Fryer. “L2 has built an outstanding reputation based on great brands, exceptional products, deep customer relationships and, importantly, a talented and passionate team.”