The American influencer and comedian Jake Shane takes over the position of Chief Creative Officer at the licorice and fruit gum manufacturer Katjes. The company announced this when asked by the German Press Agency. Previously the magazine had "Forbes" reported.
In the newly created role, 26-year-old Shane will be responsible for the brand’s creative direction in the USA. The aim is to establish Katjes with its own signature in the US market. Market entry is planned for 2026.
Shane made himself known on social media like Tiktok and with his podcast "Therapuss with Jake Shane" a name. He has 3.9 million followers on Tiktok and 1.6 million on Instagram. According to Katjes, the connection between him and Katjes arose in 2023. Shane is said to have sought contact with the company himself in order to explore a possible collaboration.
Shane is quoted in Katjes’ statement: “It’s about bringing a brand that I really value to a larger audience – in a way that is credible, high-quality and culturally relatable.”
The news comes after Katjes secured 60 percent of the shares in the Munich fashion company Bogner last year. Even after the investment, the confectionery manufacturer does not have a direct influence on fashion and leaves its work to the team, explained Michael Wrobel, Director of Retail at Bogner, to FashionUnited at Pitti Uomo. The clothing supplier returned to the menswear trade fair in January after more than ten years. (DPA/FashionUnited)
