Brandgenuity has launched the licensing program for Gas Monkey Garage, famous for fixing up and flipping hot rods, classic cars and motorcycles.

The garage is featured in the Discovery series “Fast N’ Loud,” where auto buffs track down and restore forgotten classic cars.

Brandgenuity has signed on to develop and execute a licensing program for the brand, with four licensees already on board.

Anchor licensees include Fifth Sun for apparel, Concept One for headwear and accessories, H3 for headwear and JCorp for apparel in Canada.

“Gas Monkey Garage is more than just a place where classic cars get a facelift,” says Richard Rawlings, brand creator, Gas Monkey Garage. “It’s an attitude, a lifestyle and a brand that we have already extended into two successful restaurants here in Dallas.”

The Gas Monkey Bar N’ Grill restaurants both offer patio decks, live music and a menu that features smoked meat.

“Aside from the great name and memorable logo, we love that this is an all-American brand that revolves around an all-American passion–fixing up great cars,” says Jay Asher, partner, Brandgenuity. “Rawlings is a self-made American icon whose passion for what he does is contagious. We look forward to a long-term licensing program that leverages Gas Monkey Garage in a variety of categories for fans everywhere.”

The agency is now planning to extend the brand into additional categories that celebrate the Gas Monkey Garage lifestyle including after-market auto accessories, apparel and accessories, gifts, home goods, lottery and slot machines.