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April 6, 2018
Global Brands Group has partnered with Sean “Diddy” Combs to expand his contemporary fashion lifestyle brands Sean John and Enyce in new categories and internationally.
Under terms of the partnership, GBG will own a majority stake in both brands, which will become part of the CAA-GBG Global Brand Management Group’s roster of celebrity and leading global brands, while Combs will retain an ownership interest. Combs will also continue to support and promote the Sean John brand.
“When we started Sean John, it was my dream to build it into an aspirational brand for the young consumer,” says Combs. “Our new partnership with CAA-GBG provides us the opportunity to reach the Millennial customer on a global level, fulfilling its true potential.”
Furthermore, CAA-GBG will build on Sean John’s platforms to drive growth through developing ancillary classifications and global expansion. Meanwhile, the Enyce brand will be further developed and positioned for international growth.
“Since its launch, Sean John has enjoyed critical and commercial success as one of the most impressive full-lifestyle brands in the U.S. and around the world,” says Jason Rabin, president, North America, and chief merchandising officer, GBG. “At the same time, Enyce has made its mark in the hip-hop industry, with its coveted urban New Yorker look. With strong global consumer appeal, these brands are a perfect addition to the CAA-GBG group, and we look forward to the exciting opportunities ahead.”
In addition, Jeffrey Tweedy, president of Sean John, will remain in his role.
“We have always said that we are in this business for the long term,” says Tweedy. “We are truly committed to expansion and growth within the fashion industry and will continue to ensure that quality in both design and production of Sean John always exceeds our customers’ expectations. With Global Brands as our partner, we plan to bring our brand of fashiontainment to the international stage.”
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