Surf brand Hot Tuna has appointed former Von Dutch managing director Niels Anders Juul as its chief executive officer.

Juul will be responsible for overseeing the overall development of the brand and managing Hot Tuna's worldwide operations. He will be reporting to Elle Macpherson, creative executive director, and on the board of Hot Tuna.

Juul, who originates from Denmark, joins Hot Tuna from Von Dutch, where he successfully grew its apparel revenues from US$5m to $50m in just three years.

Juul said he believes Hot Tuna "has the potential to make a real impact as a young fashion label, because it represents a culture, an attitude and a lifestyle that is truly global."