Brand management company WHP Global has entered a long-term licensing agreement with FFI Global to enhance the G-STAR brand's presence in the children's apparel sector.  

The licensing agreement comes after WHP Global acquired the Netherlands-based clothing and fashion brand G-Star RAW in December 2023. 

The collaboration aims to introduce an innovative G-STAR kids clothing line, capitalising on FFI Global's extensive market experience and reach. 

The G-STAR brand, known for its denim designs, will now extend its offerings to include a variety of stylish, durable and sustainable clothing options for children.  

The upcoming collection is set to feature jeans, t-shirts, jackets and accessories. 

WHP Global fashion vertical EVP Lynn Flynn stated: "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." 

In line with G-STAR's sustainability ethos, the children's line will incorporate eco-friendly materials such as organic cotton and recycled fabrics.  

The move aligns with the increasing consumer demand for environmentally responsible fashion choices. 

To launch in early 2025, the G-STAR kids’ collection will be available across Europe, Australia, South Africa, Canada and the US.  

FFI Group chairman Anupam Kothari said: "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."