Military heritage outerwear brand Alpha Industries has added two new representatives to its sales team.

New York City-based Nutty Rice will cover Northeast states (MD, VA, DE, PA, NJ, NH, NY, MA, RI, ME, and VT) while Atlee Treasure will cover the Northwest states (WA, OR, ID, MO, and AK).

Founded in 2003 by Jenny Lee and Danica Polack, Nutty Rice represents men’s and women’s footwear, apparel and accessories. Atlee Treasure brings with him more than 20 years of years experience in strategic retail management, and vendor representation with brands such as Globe North America, DNA Distribution, Circa Footwear and Apparel, Mervin Mfg.

“Adding these powerhouse rep groups to our bench will help us serve our core markets and core customers more efficiently,” said Sean Whorton, Alpha’s director of North American sales. “It’s great to be working with such a high-quality team and we’re looking forward to a great 2016 and beyond.”