WHP GLOBAL has entered into a licensing agreement with PIE 2 Brands for the design, production and distribution of G-STAR’s men’s and women’s underwear, socks and sleepwear.

The agreement covers key European markets including Andorra, Austria, Belgium, Finland, France, Germany, Greece, Iceland, Ireland, Italy, Lichtenstein, Luxembourg, Malta, Monaco, Netherlands, Norway, Portugal, San Marino, Spain, Sweden, Switzerland and the UK.

The G-STAR underwear, socks and sleepwear collection with the brand’s iconic look and feel, will start launching in markets in mid June 2025.

Jas Singh, Managing Director of PIE 2 Brands stated: “We are thrilled to partner with G-STAR as their official licensee for underwear, socks and sleepwear. G-STAR’s modern, innovative approach and strong brand identity marry well with our own experience and expertise. We look forward to delivering these categories into the market with the unmistakable G-STAR DNA for AW’25.”

Lynn Flynn, EVP Fashion Vertical at WHP Global, which owns the G-STAR brand added: “PIE 2 Brands brings a wealth of expertise as true category specialists in underwear, socks, and sleepwear. Their capabilities in manufacturing, sourcing, design, logistics, and sales make them the ideal partner to help us expand G-STAR’s presence in these categories across Europe.”

G-STAR is dedicated to the cloth, the craft and the culture of denim since 1989. It has a unique position as a progressive denim brand, creating the future of denim. G-STAR is driven by creativity, constantly turning ideas into denim, while consistently following their own distinctive path. The premium denim brand operates worldwide with a focus on the United States, Europe, Japan and South Africa.

Pie 2 Brands is a long-established business within the fashion industry, experts in licensing, specialists in underwear, socks and sleepwear. Operating a full vertical business, with in house teams covering manufacturing, operations, design, marketing, sales, and logistics. Pie 2 Brands work with some of the world’s most dynamic businesses and our structure is designed to provide best in class service.

WHP Global is a leading New York-based firm that acquires global consumer brands and invests in high-growth distribution channels including digital commerce platforms and global expansion. WHP Global owns a portfolio of consumer brands that collectively generate over $7.5 Billion in global retail sales.