Licensing news and archive

Ground Up expands into hosiery via expansion of PepsiCo partnership

Footwear licensing firm Ground Up has expanded into hosiery after extending its existing partnership with PepsiCo through the addition of the Cheetos brand. The partnership, driven by licensing agent The Joester Loria Group, marks the first time Ground Up has ventured into the hosiery category, building on the firm’s ongoing evolution “from a...

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Eddie Bauer preps for growth as Authentic taps e-commerce and wholesale partner

The parent company of Eddie Bauer, Authentic Brands Group, is prepping the brand for global growth through the appointment of Outdoor 5, LLC (Oved). The licensing firm will oversee the brand’s e-commerce and wholesale operations, as well as its design and product development in the US and Canada. Catalyst Brands will retain responsibility for...

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Lotto to relaunch in North America through new lifestyle apparel license

The parent company of Lotto, WHP Global, has established a new licensing partnership that will see the Italian brand enact its “most significant North American fashion relaunch to date”. The deal was struck with Pure Cotton Global Group, which has been tasked with designing, manufacturing, and distributing a lifestyle apparel line across the US...

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RG Barry Brands to acquire slipper licenses for Clarks and Timberland

Footwear and accessories firm RG Barry Brands (RGB) is set to acquire the assets of Green Market Services Co. Inc. (GMS), including the licensed slipper divisions for Clarks, Timberland, and their existing private label businesses. For RGB, the takeover of the licenses aids in wider efforts to position the company to meet high-growth lifestyle...

Fairs

Spring Fair is expanding The Licensing Lab at February’s event

Home, gift and fashion trade show Spring Fair, which takes place at the NEC Birmingham from February 1 to 4, 2026, has announced that ‘The Licensing Lab’ connecting the worlds of licensing and retail will return “bigger and better”. ‘The Licensing Lab,’ which launched at last year’s show, is being expanded to connect “brands, creativity and...

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Umbro secures new licensing partners ahead of 2026 relaunch

Sportswear brand Umbro is moving closer to its 2026 relaunch. The Manchester label’s parent company, Iconix International, has announced a slew of new partnerships intended to grow its apparel offering across the US and Canada. Among them, Isaac Morris Ltd. has been named the brand’s exclusive apparel partner for the two regions, starting 2026....

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Callaway to debut premium line under extended Topgolf and Perry Ellis deal

Topgolf Callaway Brands Corp has extended its licensing agreement with Perry Ellis International for Callaway, which will see the golf apparel label venture into premium wear and embark on a new phase of global expansion. Under the amended multi-year deal, first signed in 2009, the collaboration with Perry Ellis will now continue through...

Fashion

Marquee Brands to expand Isotoner with Sunwin Global Industry

Marquee Brands, which owns brands including Laura Ashley and Ben Sherman, has announced a new partnership with Sunwin Global Industry to accelerate Isotoner’s expansion into new lifestyle categories as it looks to evolve “comfort into a true lifestyle”. Isotoner, known for its slippers, socks and cold-weather accessories, will work with Sunwin...

Fashion

New Era strengthens ties with F1 with Atlassian Williams Racing

British F1 team Atlassian Williams Racing has signed a multi-year partnership with American lifestyle apparel and headwear brand New Era, starting from the 2026 Formula 1 season. The move will see New Era designing and producing a full range of apparel, headwear, and accessories for the entire team, drivers, and fans, replacing Atlassian...

Fashion|In Pictures

Crocs signs multi-year licensing deal with the NFL

Comfort footwear brand Crocs has inked a new multi-year licensing agreement with the National Football League (NFL) to release the first-ever NFL team-inspired Crocs footwear and Jibbitz charms collection. Launching during the 2025 NFL season, the initial collection will feature products designed to “capture the passion and personality of NFL...

Fashion

Johnnie-O launches NFL fan gear through new licensing deal

American premium lifestyle brand Johnnie-O, founded in 2005 by John O'Donnell in Santa Monica, California, has signed a licensing deal with the National Football League (NFL) to develop fan gear for all 32 teams. The preppy-inspired brand, known for blending East Coast classics with West Coast casual, will create a curated collection for men and...

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Licensing showdown: PVH and G-III feud escalates over high-stakes legal clash

Tensions between PVH and G-III are escalating. The latest twist in the ongoing dispute between the two US fashion giants: PVH is countersuitng and has filed a motion to dismiss G-III’s lawsuit, doubling down on its insistence that it did not breach a contract, as its disgruntled partner had initially claimed. While hostility between the duo has...