by Stephen Garner

Branding firm Graj + Gustavsen (G+G) has executed a worldwide licensing agreement between Global Brands Group Holding Limited and Capezio. Through the agreement, the notable dancewear brand will expand its offerings into lifestyle categories, including men’s, women’s, and kids’ apparel, footwear, and accessories.

G+G Licensing is Capezio’s exclusive brand management and brand extension agency. “We looked for a partner that shared our vision for Capezio to extend the 130-year-old dance brand into a full lifestyle brand,” said Scott Todd, senior vice president of licensing and strategic partnerships at G+G. “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.”

“At Capezio, we take great pride in designing products with style and purpose, while never compromising quality, to meet the needs of our global consumer,” added Anthony Giacoio, executive vice president of Capezio. “Global Brands shares these values and delivers on our highest standards. We are very excited about the growth opportunities this partnership presents for Capezio.”

As part of the agreement, Global Brands will design, produce, and distribute under the Capezio brand name a dynamic range of lifestyle products designed to fuel, inspire, and empower all those who love dance. The iconic dance brand will extend into men’s, women’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 first season to launch under Global Brands’ direction will be available in the fall of 2021.

“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,” said Ron Ventricelli, president of North America for Global Brands Group. “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.”