Hong Kong-based Global Brands Group said it has signed a long-term licensing agreement for the Buffalo David Bitton and i Jeans by Buffalo denim brands as part of its strategy to expand its presence in the denim segment.

Global Brands said it signed the deals with a joint venture between Iconix Brand Group and Buffalo International for the Buffalo David Bitton brand and with Buffalo International for i Jeans by Buffalo. They will last through 2025.

Global Brands said it will design, produce and distribute products for both of the Montreal-founded brands.

“With the addition of the Buffalo brands, we have taken another significant step to establish Global Brands as a leader in the denim category. We are focused on categories where we want to be a key player and achieve scale,” said Bruce Rockowitz, chief executive officer and vice chairman of Global Brands. “Denim is one such category which we are excited about and where we see excellent potential for growth. We’re seeing a revival of denim as a fashion essential and believe that it will continue to trend strongly.”

As previously reported, Global Brands has been eyeing deals in the denim industry to scale up its latest platform.

Global Brands just bought certain operating assets of the Joe’s Jeans brand for $13 million. GBG has the long-term license agreement for the brand’s core categories.

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