WHP Global, a leading brand management firm, has announced a long-term licensing agreement with FFI Global to expand the G-STAR brand’s offerings in the children’s apparel market. This partnership will utilize FFI Global’s expertise and extensive market reach to introduce a new line of innovative children’s clothing under the G-STAR name.
G-STAR, well-known for its pioneering approach to denim, will now cater to a younger generation by offering a range of fashion-forward and durable clothing options for kids. This new collection will include jeans, t-shirts, jackets, and accessories, all designed with the same commitment to quality and sustainability that has defined the brand. The focus will be on creating garments that are not only stylish and durable but also comfortable for active children.
Lynn Flynn, EVP Fashion Vertical at WHP Global, which owns the G-STAR brand said “We are thrilled to partner with FFI Global to strengthen G-STAR’s presence in the children’s market. 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.”
Anupam Kothari, Chairman of FFI Group added: “We are excited to join forces with WHP Global and the G-STAR brand. 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.”
G-STAR is dedicated to sustainability and will be using sustainable materials like organic cotton and recycled fabrics in their kids’ clothing lines. This aligns with the increasing consumer demand for eco-friendly fashion. The new G-STAR kids’ collection will launch in early 2025 and will be accessible in Europe, Australia, South Africa, Canada, and the United States.
