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Press Releases

NW Headwear Company Announces New CEO

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Portland, Ore. (December 16, 2015) – Technical and lifestyle headwear brand Sunday Afternoons today announced the recent appointment of Sarah Sameh as its Chief Executive Officer. The former President and Chief Operating Officer of Massif Mountain Gear brings extensive outdoor apparel and leadership experience to Sunday Afternoons’ Southern Oregon headquarters. 

“Sarah is an experienced, strategic and operational leader. We need seamless integration and coordination with our family and team members as we continue to grow, and Sarah is a great cultural fit for us here at Sunday Afternoons,” said Angeline Lacy, co-founder of Sunday Afternoons. “She is also a conservationist, which aligns with our vision as a company and citizen of the world.”

Sameh holds over two decades worth of executive experience. She most recently was President and Chief Operating Officer at Massif Mountain Gear, which specializes in high-performance apparel for search and rescue, law enforcement, and military professionals. Under her command, Massif delivered nearly $300 million in revenue over a three-year span. Sameh is also well-versed in the non-profit and environmental sectors, having led Earth Share of Oregon and Alternatives to Growth Oregon. She is currently a board member and trusteeof the Southern Oregon Land Conservancy.

“The team at Sunday Afternoons is passionate, talented and committed to a measurement of success that encompasses more than the top or bottom line,” Sameh said. “Together, we will continue to provide superior headwear and outstanding service, all while staying true to our roots.”

Sameh lives in Ashland, Oregon and holds a Master of Science in organization development, and a Bachelor of Arts degree from Lewis & Clark College in Portland, Oregon.

About Sunday Afternoons, Inc.

Based in Southern Oregon, Sunday Afternoons is a family-owned design and product development house that manufactures hats and apparel. It was one of the first companies to manufacture UPF-rated sun blocking products in the nation. Known for its innovative products, the company expands the boundaries in headwear technology, design and application.

Founders Angeline and Robbin Lacy came up with their first product idea, the Adventure Blanket, in 1990, followed by the Adventure Hat in 1996—all while doing what they love: being outdoors with their family on Sunday afternoons. Sunday Afternoons’ business model includes healthy living, supporting an ecological environment, assisting in third world improvements, and upholding a positive (and dog-friendly) work environment.


Sarah Sameh, new CEO at Sunday Afternoons