Global Brands Group, home of labels like P. Diddy’s Sean John and legacy footwear giant Frye, has added another name to its portfolio.
The Hong Kong-based company entered into a worldwide licensing agreement with Capezio, branding firm Graj + Gustavsen (G+G) announced last week. The partnership will expand the dancewear design and manufacturing company’s offerings into lifestyle categories, including active apparel, footwear and accessories.
“We looked for a partner that shared our vision for Capezio to extend the 130-year-old dance brand into a full lifestyle brand,” Scott Todd, senior vice president of licensing and strategic partnerships at G+G, Capezio’s brand management and brand extension agency, said in a statement. “Global Brands checked all of the boxes and, through this partnership, we’ll be able to tap Global Brands’ innovative design and global distribution capabilities, vision and deep retail relationships to maximize the full potential of Capezio’s history and legacy.”
As part of the agreement, Global Brands will design, produce and distribute a “dynamic range of lifestyle products” under the Capezio brand name. The first season to launch under Global Brands’ direction will be available this fall, G+G said.
“The dance community has trusted Capezio since 1887 and the brand is now flexing that heritage to inspire even more people to embrace an active lifestyle and get moving,” Ron Ventricelli, president of North America for Global Brands Group, said in a statement. “We’re proud to leverage our expertise and design and operational resources to help Capezio extend its brand beyond the stage and reach new customer audiences who are connected to the power of dance, movement and self-expression.”
“Designed to fuel, inspire and empower all those who love dance,” the new lineup will extend into women’s, men’s and kids’ sportswear; athleisure and activewear, athletic sneakers, fashion flats, casual shoes, dress shoes, slippers, slides, flip-flops and boots; handbags and backpacks; small leather goods; headwear; and cold-weather accessories.
The activewear category has flourished since the pandemic began as customers have embraced comfortable and casual options. Earlier this month, JCPenney responded to this trend by relaunching its Xersion activewear assortment, marking the first time the merchant revamped the line since its introduction in 2008. Last year, Kohl’s announced a new private-label activewear label, PacSun introduced a new active category and Madewell debuted its first-ever athleisure collection.