Seal Beach-based Affliction Inc. has tapped a group of seasoned apparel industry executives to help the edgy clothier make a headlong push into women's clothes, designer jeans and licensing next year. The company hired 11 executives from Los Angeles-based Seven For All Mankind LLC, Costa Mesa's Paul Frank Industries Inc., Los Angeles-based Larry Hansel Clothing LLC's Rampage, Los Angeles- based XOXO Clothing Co. and other companies.

Among those joining are Chief Financial Officer Rob Otto, Chief Information Officer Scott Hampshire and women's design director Katie Tracy.

All three previously worked for designer jean maker Seven For All Mankind.

Affliction's new senior vice president of licensing and international sales, Sam Wilson, was the vice president of licensing for Calvin Klein Inc., part of Phillips-Van Heusen Corp.

The new executive lineup represents a sea change for the company, which is known for the rock star image of its clothing, clientele and management.

Affliction has wooed the well-photographed with its clothes and accessories, which are inspired by tattoos, punk rock and heavy metal music and mixed martial arts.

The privately held company hopes to maintain the dizzying pace of growth it's seen since starting the Affliction brand in 2005.

Affliction now generates more than $125 million in yearly revenue selling clothes under the Affliction, Sinful and Xtreme Couture labels at Seattle-based Nordstrom Inc., Fred Segal and Lisa Kline of Los Angeles and smaller stores such as Huntington Beach-based Electric Chair and SX in Irvine.

It licenses its brands to distributors in Europe, Asia, Canada, South Africa and elsewhere.

The company has some 85 employees at its recently expanded 130,000-square-foot headquarters in Seal Beach, where it recently relocated from Signal Hill.

Co-owners Eric Foss, Clifton Chason, Courtney Dubar and Todd Beard have been managing Affliction on their own for the past three years.

The company needed to bring in experienced executives to help manage growth and prepare for future initiatives, Foss said.

"The business grew so rapidly and it just got to a certain point where we needed an infrastructure below us," he said.

Turning Point

The new hires come amid a turning point for Affliction.

The company has been working hard to sew up a rough patch after cofounder Beard abruptly resigned as president last month after allegedly making threats to mixed martial arts fighter Randy Couture and his wife Kim Couture over their Xtreme Couture clothing collaboration with Affliction.