G-Star Raw to Launch Children’s Wear

WHP Global is expanding the G-Star Raw universe.

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The brand management firm, which acquired the denim brand last December, announced a long-term licensing agreement with Italian-based FFI Global to produce G-Star brand children’s wear.

Through the partnership, G-Star can leverage FFI Global’s expertise and extensive market research in the children’s category to cater to a younger generation of consumers. The collection will focus on durable and fashion-forward styles, spanning jeans, T-shirts, jackets and accessories.

The children’s line is set to launch in early 2025 and will be available throughout Europe, Australia, South Africa, Canada and the U.S.

At the time of the acquisition, G-Star CEO Rob Schilder said the partnership with WHP Global would “expedite G-Star’s global expansion” and allow the brand to tap into new geographies and product categories.

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G-Star recently partnered with Antwerp Six designer Walter Van Beirendonck on a 19-piece men’s collection. The brand also unveiled jeans made from cotton grown in l ocal greenhouses to minimize the impact of growing the resource-intensive fiber.

“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,” said Lynn Flynn, EVP fashion vertical at WHP Global.

The children’s line will be designed with the same commitment to quality and sustainability that has defined the Dutch brand. It will incorporate sustainable fibers like organic cotton and recycled fabrics, aligning with the growing consumer demand for responsible fashion.

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

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