Velcro Industries has partnered with lifestyle guru Brit Morin (left) to highlight its hipper side. She shows her fans how to make everything from a spice rack to an iPhone case with the company's fasteners. Alain Zijlstra (right) became CEO of the global operation in October. He's leading a new management team set on doubling the size of Velcro Industries.
Morin's love for the fasteners best known as an alternative to shoelaces isn't entirely organic. She's been hired by Velcro Industries to help turn the closure maker into a "lifestyle brand" à la Apple or Nike or Harley-Davidson.
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