Leadership Team
Barry Buchholtz
CHIEF EXECUTIVE OFFICER
Barry Buchholtz, is a growth-oriented leader with a proven track record of helping smaller brands accelerate growth, scale their operations, innovate, and improve the customer experience. Under his leadership, Thirty Three Threads has grown nearly 2,000%, with a 13 year CAGR in excess of 26%. Additionally, Thirty Three Threads acquired two brands and launched an additional brand, bringing the portfolio of companies to four.
Barry is a highly accomplished CEO with a distinguished career spanning over 30 years in diverse industries, including consumer electronics, eyewear, and luxury goods. With a proven track record of success, Barry has held executive positions at renowned companies such as Kaypro (KMG) as Vice President of Operations, Professional Technologies as Chief Operations Officer, Vision Technologies as Chief Operations Officer, and Spy Optic as President and CEO, where he led the company through a successful NASDAQ listing. With strategic vision and operational expertise, Barry made a lasting impact as the General Manager for European operations at Chrome Hearts.
Barry's exceptional expertise and leadership led him to join Thirty Three Threads, initially as a consultant in 2011, and eventually transitioning to a full-time role in 2013, further solidifying his position as a respected industry leader.
Lisa Guild
CHIEF FINANCIAL OFFICER
Lisa Guild is an accomplished financial and operational leader with expertise across the consumer products and franchise industries. Lisa has a strong background in M&A strategies, accelerating cash flow, driving asset turnover, optimizing gross margins, and managing operating expenses. Lisa recently joined Thirty Three Threads as Chief Financial Officer, where she oversees all financial operations and leads initiatives to enhance efficiency and performance. Lisa began her career as an Audit Manager at Moss Adams LLP (1990–1997) before serving as CFO of O’Neill for nine years (1997–2006). She later held the role of Global CFO at Brixton (2019–2021). Lisa has also served as a fractional CFO for multiple private equity portfolio companies and held CFO positions at KORAL, JSerra Catholic High School, and RLG Consulting. Most recently, she was CFO at Grand Welcome, overseeing financial operations for a private equity-backed franchise in the vacation rental industry. Lisa is a certified CPA and earned her degree from California State University, Fullerton.
Kaila Harter
VICE PRESIDENT & GENERAL COUNSEL
Kaila Harter is an experienced attorney specializing in mergers and acquisitions, business disputes, antitrust regulations, and intellectual property. As Vice President and General Counsel at Thirty Three Threads since 2021, she expertly leads legal strategy, drives acquisitions, manages integrations, facilitates capital raises and investment opportunities, and serves as the company’s Corporate Secretary. With a background as an associate at the prestigious law firms of Morrison & Foerster and Davis Wright Tremaine, Kaila has successfully navigated M&A deals and excelled as litigation counsel for commercial and intellectual property disputes.
In addition to her legal accomplishments, Kaila Harter has distinguished herself through diverse experiences. She served as a judicial extern to the Honorable Cynthia Bashant, U.S. District Court for the Southern District of California. Kaila's commitment to excellence led her to graduate from Marine Corps Officer Candidate School. Academically, she earned a bachelor's degree, magna cum laude, in Political Science from the University of California, San Diego, and obtained her Juris Doctorate from UCLA School of Law.
Matt Weaber
VICE PRESIDENT OF BUSINESS DEVELOPMENT
Matt Weaber joined Thirty Three Threads in 2016 and is currently the Vice President of Business Development. Matt works closely with the CEO to drive domestic sales and optimize wholesale distribution and expansion into adjacent markets. Matt was the Global Director of Sales at prAna® , when the company’s global wholesale business grew from $3M to greater than $85M. During this time, Matt also consulted with brands in industries including outdoor, sporting goods, active apparel, and home goods. This work was primarily focused on sales strategy, organizational go-to-market plans, team structure, online strategy, and omni-channel optimization. Matt has also acted as an advisor to buying groups such as Grassroots Outdoor Alliance. Matt earned a bachelor’s degree in Business Management in 2001.
Jennifer Johnson
VICE PRESIDENT OF MARKETING
Jennifer Johnson is a marketing executive with over 15 years of experience in the activewear and lifestyle industries. As Vice President of Marketing at Thirty Three Threads, she leads strategic marketing efforts for its multi-brand portfolio across direct-to-consumer, wholesale, and international markets. Known for her visionary leadership, Jennifer has driven impactful collaborations and brand refreshes that enhance market positioning and customer loyalty. Previously, Jennifer served as Senior Director of Global Marketing at FAM Brands (2016-2023), where she oversaw brands like Wildfox, Marika Activewear, and Ellie Activewear, leading the relaunch of Wildfox and forming partnerships with brands such as Coca-Cola and Jessica Simpson. Prior to that, she led Brand Marketing at Beyond Yoga (2012-2016), overseeing significant collaborations with Kate Spade and Goop during a period of rapid growth. Jennifer earned her bachelor’s degree with distinction from the University of Michigan’s School of Art & Design.
Julie DeAnda
VICE PRESIDENT OF DESIGN
Julie DeAnda is a seasoned design leader with over 20 years of experience specializing in creative vision and product innovation. As Vice President of Design at Thirty Three Threads, she oversees the Tavi, ToeSox, and Base33 brands, managing collection concepts, material selection, and construction standards to deliver performance-driven products with timeless aesthetics. Julie's focus on sustainable materials and fit solutions has been instrumental in establishing the quality that defines Thirty Three Threads' grip socks and activewear.
In addition to her role at Thirty Three Threads, Julie has supported emerging brands and contributed to the growth of notable names like RVCA, Spy Optic, and YSL Swimwear. Her expertise includes strategic design, merchandising, sourcing, and development in the premium lifestyle and performance markets.
Julie draws inspiration from history, fashion, and technology, blending integrity, innovation, and sustainability to create beautifully crafted products that meet consumer needs.
Board of Directors
Joe Patterson
CHAIRMAN OF THE BOARD
In 2004, Joe and his wife, Christina, founded the Company in their garage and began to develop the ToeSox brand, its product and essentially created the fitness grip-sock industry. Joe led the Company as CEO until November 2019, during which time the Company became one of the leaders in the grip sock industry with numerous patents and technologies that he personally developed. Joe currently provides company oversight as Chairman of the Board. Joe started his career as a sales rep for GAF, the largest manufacturer of Roofing technology in the US with over $3 Billion in annual revenue. Joe held the position of Regional Sales Manager for 7 years. Joe received his Bachelor of Sciences degree in Biology from San Diego State University in 1994.
Kurt Hanson
DIRECTOR & CHAIR OF COMPENSATION COMMITTEE
Kurt Hanson is a creative business consultant with executive management, business development, leisure services and financial industry experience. A bilingual expert in consulting for businesses forming partnerships with Japanese and American corporations and individuals. Successful and experienced COO and Advisor in the wealth management, financial services and insurance industries. Kurt has been the managing Director of Black Oak Capital since January of 2022. Prior to that, Kurt was Director of Business Development for Cornerstone Wealth Management. Additionally, Kurt has been an Adjunct Professor at University of Nevada, Las Vegas, for the past three years.
Tammy Storino
DIRECTOR & CHAIR OF AUDIT COMMITTEE
Tammy Storino began her career as a CPA at Arthur Andersen & Co. in Chicago in both the Audit and Consulting practices. Tammy then joined the Walt Disney Company as a corporate auditor. During her fourteen year career with Walt Disney, Tammy was selected to live in Hong Kong for five years, where she was responsible for regional finance and audit before returning to the United States to assume a variety of global positions in Disney’s Consumer Products division. Upon moving to Orange County, California, Tammy joined private equity-backed luxury women’s apparel fashion house St. John Knits International, Inc. where she was the Chief Financial Officer for seven years as well as leading manufacturing and operations. Tammy was recruited to join Too Faced Cosmetics as their Chief Financial Officer and led the sale to Estée Lauder for $1.5B, the highest beauty sale at that time. After the sale, Tammy stepped back to care full time for her dear father during which time she became a Tech Coast Angel investing in startups primarily in life sciences as well as joining her first board as a Governor for the Gemological Institute of America (“GIA”). Tammy serves as Chair of the Finance Committee for GIA and as well as being a member of the Executive, Audit and Governance committees. Tammy is currently the Chief Financial Officer of Beach House Group, a privately held brand incubator primarily in the beauty space. Tammy joined the board of 33 Threads in 2024 and Chairs the Audit committee.
