Adding some zip.

A fledgling apparel company is hoping a veteran at the helm will add zip to its step on Wall Street.

Los Angeles-based People's Liberation Inc. named former Tag-It Pacific Inc. boss Colin Dyne to its top executive spot last week. He will also serve as co-chairman of the board.

People's Liberation owns and manufactures an eponymous denim and lifestyle apparel brand in addition to William Rast, the brand designed by Justin Timberlake and friend Trace Ayala. The Rast brand is a Southern-inspired line with cheeky, vintage-style tees, velvet jackets, and high-end denim.

"I am very pleased to have Colin officially join our management team," said former Chief Executive Danny Guez. "Colin has been a valuable contributor to our strategic development as a consultant and major shareholder. This elevation of Colin's duties is an important step in our plan to grow the business and increase our market presence."

Guez, whose father is Blue Holdings Inc. Chief Executive Paul Guez, founded the company in 2004. He will now focus on creative design and brand management, also serving as co-chairman. Guez cited Dyne's experience in the apparel industry and running a company as key components of the People's success.

Dyne has been assisting People's Liberation in the shadows for some time. He left Tag-It, the zipper company he founded with his father, in October 2005, when the company had run heavily into debt and stock price was at its lowest. Tag-It has since swung to a profit under the leadership of new Chief Executive Stephen Forte, who closed plants in the U.S. and has expanded operations overseas.

Dyne did however, grow the company to $50 million in sales, and acquire the Talon zipper brand, one of the world's-recognized zipper brands.

"I am excited about the opportunity to lead People's Liberation and its brands through the next phase of growth and drive the company to profitability and increase shareholder value," Dyne said. "The company has tremendous opportunities, both domestically and internationally and I look forward to helping make People's Liberation a market leader."

People's Liberation went public through a reverse merger in November 2005 and is traded over the counter. The company has been dealing with cost and supply chain issues and stock price has ranged between $5 and 50 cents in the last year, closing at 80 cents Thursday.

In the first quarter of 2007, the company's net loss deepened to $1 million, from $293,000 in the year-earlier period. Sales increased to $3.8 million, up 21 percent from $3.2 the year-earlier period. The company expects to swing to a profit in the second half of this year.

Staff reporter Emily Bryson York can be reached at [phone], ext. 235, or at [e-mail].