WHP Global announced on Monday a long-term licensing agreement with FFI Global to expand the G-Star brand offering in the children’s apparel market.

The partnership sees the New York-based management firm leverage the Italian distributor’s expertise and  market reach to introduce a new line of children’s clothing under the G-Star name.

“We are thrilled to partner with FFI Global to strengthen G-Star’s presence in the children’s market,” said Lynn Flynn, EVP fashion vertical at WHP Global, which owns the G-Star brand.
 
“This strategic partnership allows us to tap into one of the fastest growing demographics and offer high-quality, fashionable solutions to the next generation of consumers.”

The new kids collection will feature jeans, T-shirts, jackets, and accessories,l incorporating sustainable materials including organic cotton and recycled fabrics.

The collection is set to launch in early 2025 and will be available throughout Europe, Australia, South Africa, Canada and the United States.

“We are excited to join forces with WHP Global and the G-Star brand,” said Anupam Kothari, Chairman of FFI Group.

“Our expertise in children’s apparel and wide distribution network, combined with G-Star’s innovative design and commitment to sustainability, will create a powerful offering for young customers and their parents.”

WHP Global closed the acquisition of G-Star, a Dutch designer clothing company, in late 2023.