Daniel Shapiro, the founder of Fourlaps, has got a new gig, joining JCPenney as vice president, divisional merchandise manager of men’s and young men’s.
He will report to Jo Osbourne, senior vice president and general merchandise manager overseeing men’s and women’s apparel, footwear, handbags, accessories, intimates, sleepwear active and team sports, swimwear and outerwear for the Texas-based department store.
Shapiro has an extensive résumé in the apparel industry. He started his career at Gap’s outlet division before becoming an assistant merchandiser of men’s denim. He moved up the ranks at the San Francisco-based company, eventually becoming a senior merchant for Old Navy before leaving to join American Eagle Outfitters. He then returned to Gap for another year before launching Fourlaps in 2014.
Fourlaps, which was a performance men’s and women’s athletic brand, was named after the number of laps it takes to run a mile on a track. Its claim to fame was its preppy aesthetic, inspired by Ivy League athletes.
Although the brand grew to become a $9 million business with wholesale accounts that included Bloomingdale’s, Nordstrom, REI and Equinox and a successful co-branded collection with Peloton, Shapiro sold the business in 2024. It has subsequently been closed.
Shapiro said transitioning from entrepreneurship back to the corporate world is not without its challenges, and those challenges were heightened by joining a new company in a new city, with a new rhythm. But, he said: “This role gives me the opportunity to lead one of the largest men’s businesses in the country, and I couldn’t be more energized by what’s ahead. Over the course of my career, I’ve had the opportunity to learn through growth, risk, wins, setbacks and reinvention. Building my own business shaped me in ways I’ll carry with me forever, and I’m grateful for every lesson that came with it. Now, I’m excited to bring those experiences into this next chapter — helping grow the men’s business, building strong teams, and contributing to the future of an iconic company. I’m excited to be part of [Penney’s chief executive officer] Michelle DeMartini Wlazlo’s organization.”
In 2025, JCPenney became part of Catalyst Brands, a partnership between Simon Property Group, Brookfield Corp., Authentic Brands Group and Shein that was formed by the merger of SPARC Group and JC Penney. SPARC owns Lucky Brand, Aeropostale, Nautica, Eddie Bauer and Brooks Brothers.
