Classic apparel brand will aim to join more than 25 retail chains across Europe, Australia, Canada and Asia.

Lyft Brands Group and California Lake Capital have joined forces to re-launch and revitalize the Chip & Pepper apparel brand globally.

Under the terms of the partnership, Lyft Brands has acquired the exclusive rights to lead and manage the brand’s re-launch, in partnership with CLC and Domac, which jointly acquired the brand in 2010.

“C&P began as an apparel brand that established a niche among guys who sought a cool and California casual skate and surf look,” says Sara Fernstrom, chief executive officer, Lyft Brands. “When we looked at licensing and where the whitespace is today, we started to reimagine the brand around California Lifestyle and all the different extensions which the skate-and-surf culture offers. When we did our homework, we saw tremendous potential for Chip & Pepper to grow way beyond apparel.”

Furthermore, in order to re-launch the brand, Lyft Brands and CLC will aim to expand Chip & Pepper into more than 25 retail chains in Europe, Australia, Canada and Asia. Lyft Brands will also manage the apparel brand’s campaign and plans to open a design studio in Sweden to support the brand’s anticipated European growth.

“We felt that given Sara Fernstrom’s impressive track record with expanding brands globally, Lyft Brands was the right business partner to take Chip & Pepper to the next level and beyond,” says Drew Craig, president, CLC. “We are excited about Sara’s vision for moving the C&P brand from a vertically integrated business to a direct-to-consumer licensing model with a solid wholesale component.”