Company looking to expand brand into lifestyle categories with dance-infused and inspired products and experiences.
Branding company Graj + Gustavsen has secured a deal with Global Brands Group to expand the dancewear brand, Capezio, into new lifestyle categories.
The aim will be to create ‘dance-infused and inspired’ products and experiences into categories including men’s, women’s and kids’ apparel, footwear and accessories.
Products – which will be designed to ‘fuel, inspire and empower’ all those who love to dance – will include sportswears, athleisure and activewear, trainers, fashion flats, casual and dress shoes, slippers, handbags and backpacks, small leather goods and cold weather accessories among others.
The first season to launch under Global Brands’ director will be available in autumn 2021.
“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, svp of licensing and strategic partnerships at G+G, which is Capezio’s exclusive brand management and brand extension agency. “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 maximise the full potential of Capezio’s history and legacy.”
Ron Ventricelli, president of North America for Global Brands Group, added: “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.
“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.”