Michael Rosenberg: Steering Hawke & Co. Into Its Third Generation of Global Relevance

Third-generation leader:  Michael Rosenberg now heads Hawke & Co, a family run outdoor brand rooted in the Rosenberg family legacy.  The company was originally founded as Rosebro (rosenberg brothers)  1958 in Brooklyn and has remained in the family ever since.  In 1972, Michael’s father, David Rosenberg played a key role in establishing trade partnerships in China after the opening of US China relations.

Full control regained after a period of legal and financial challenges under Zee Co. Apparel, Rosenberg became the sole owner of Hawke and Co in 2023.

Under his leadership, Hawke & Co entered the market with a focus on programming sustainability, innovative fabric technologies, and versatile design. He’s credited with maintaining the brand’s legacy, ensuring that every product reflects Hawke & Co’s DNA, values and rigorous quality control.

As the third generation leader, Michael oversees design, marketing, and sales of the brand’s products from its New York headquarters in Manhattan’s Garment District.  Michael ensures each outerwear combines quality craftmanship, advanced materials, and global manufacturing to deliver top value with minimal mark up.

Brand Milestones Under Rosenberg:  Packable jackets success (2009). The lightweight puffer that folds into its left pocket became Hawke & Co’s best-selling item, with 12 million sold. Celebrity exposure (2018) worn by high profile figures at events like South by Southwest and Sundance.  Olympic collaboration – design partner for the Israeli Winter Olympic teams uniforms starting in 2022 – continuing into the 2026 Winter Olympics.

Recent innovation (2025) Launched the Equine Empire quilted Horse Jacket.

Under Michael’s oversight, the brand upholds its core heritage of producing high quality apparel  via global manufacturing- offering premium products at accessible price with a strong emphasis on craftsmanship and ethical, eco-friendly production.

The Business of Outerwear in 2025

For CEOs and investors tracking the apparel sector, Hawke & Co. offers several case study insights:

• Accessible Premium Positioning: By delivering premium craftsmanship at accessible price points, Hawke & Co. occupies a sweet spot between luxury brands and mass-market competitors.
• Agile Manufacturing: Global supply chain partnerships enable cost efficiency without sacrificing quality control.
• Eco-Conscious Advantage: Sustainability isn’t just marketing — it’s an operational framework that resonates with Gen Z and millennial consumers, who increasingly drive outerwear sales.
• Diversification Through Design: Expanding into niches like equestrian wear shows a willingness to test adjacent markets.

Lessons for Family Business Leaders

Michael Rosenberg’s stewardship also provides broader lessons for family-run enterprises:

• Reclaiming Control Matters: Strategic independence often trumps short-term capital infusions from outside partners.
• Heritage is a Strategic Asset: In an era of fast fashion, legacy and authenticity are differentiators.
• Innovation Must Be Ongoing: From packable jackets to Olympic collaborations, sustained innovation ensures relevance.
• Sustainability is Now a Requirement: Ethical, eco-friendly production is no longer optional for global brands.

Executive Takeaway

Hawke & Co.’s story is not just about outerwear. It is about resilience, continuity, and reinvention across three generations of leadership. Michael Rosenberg embodies the delicate balance of honoring family legacy while steering boldly into the future.

As the brand eyes its next phase — from Olympic stages to innovative product lines — one thing is clear: Hawke & Co. remains committed to craftsmanship, accessibility, and sustainability. For executives, investors, and policymakers, the company’s evolution is a timely reminder that in a world of rapid disruption, heritage brands can thrive if they innovate without losing their soul.