WHP Global has recently entered a long-term licensing agreement with FFI Global to expand the G-Star brand into the children’s apparel market. This partnership will see 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 of Fashion Vertical at WHP Global, the owner of 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 include jeans, T-shirts, jackets, and accessories, incorporating sustainable materials such as organic cotton and recycled fabrics. The collection is set to launch in early 2025 and will be available across 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 acquired G-Star, a Dutch designer clothing company, in late 2023.
