Brand management company Sequential Brands has purchased US denim label Joe’s Jeans for a total price of approximately US$67 million (€60 million). Simultaneously with the acquisition, a long-term licensing agreement for Joe’s core categories between Sequential and Global Brands Group starts also being effective.

While Sequential will oversee the global marketing strategy of the LA-based denim label for key initiatives, Global Brands will design, produce and distribute products across womenswear- and menswear categories. Joe Dahan, founder of Joe’s, will lead product design and brand marketing as creative director.

Global Brands is a brand management business with a diversified portfolio. In fashion, the company works with well-known names like Calvin Klein, Tommy Hilfiger, Dockers, New Balance, DC and Reebok, among others. “Denim is trending strongly right now and we are excited about the future growth opportunities for the brand,” said chief executive Bruce Rockowitz in regard to Joe’s licensing agreement.

The first range of Joe’s products produced in collaboration with Global Brands will launch in spring 2016.

Sequential’s brand portfolio encompasses names such as celebrity labels like William Rast –founded by Justin Timberlake and Trace Alaya-, Jessica Simpson, and sportswear ones such as And1 and DVS.