Los Angeles-based denim brand Paige is preparing to widen its reach in 2021.
The company recently announced it inked a deal with Italy-based Brama Group, which specializes in the distribution of U.S. contemporary labels. Brama Group will begin to distribute Paige’s men’s and women’s collections in Europe and the Middle East beginning with the Fall ’21 collection.
Brama Group is well versed in bringing elevated U.S. brands with a denim pedigree overseas. It is the European distributor of apparel labels like Equipment, Current/Elliott, Frame, Mother, Boyish, Re/Done and more.
“In this moment where the international markets are suffering with uncertainty and confusion we continue to believe in growth and expansion and the agreement with Paige is a key sign of this,” Renzo Braglia, chief executive officer of Brama Group, told WWD.
Brama Group will partner directly with Paige’s U.K. team and London-based showroom on the expansion plan.
“Brama Group have built an incredible team and network throughout Europe and the Middle East and we so look forward to expanding our efforts with their support,” said Paige Adams-Geller, Paige co-founder and creative director. “We have seen steady growth in our existing markets during uncertain times and we know that we can work together to continue to grow in new and exciting markets.”
Paige is available currently in more than 80 countries worldwide. The brand, which launched in 2004 during L.A.’s peak premium denim period, has evolved into a lifestyle brand that offers tops, outerwear and footwear. This fall, it bowed its first men’s capsule collection called Icon, a line of contemporary investment pieces such as peacoats and leather trousers.
