FFI Global to develop kids clothing line for G-Star brand

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

The company said in a media release that the partnership will leverage FFI Global's expertise and extensive market reach to introduce a fresh new line of innovative children's clothing under the G-Star name.

Commenting on the development, Lynn Flynn, EVP fashion vertical at WHP Global, which owns the G-Star brand said: "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."

G-Star, renowned for its denim assortments, will now cater to a younger generation by offering a range of clothing options for kids. This new collection will feature jeans, t-shirts, jackets, and accessories.

"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," added Anupam Kothari, chairman of FFI Group.

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