G-Star hires Marchon for its eyewear

As announced at Bread and Butter in July, G-Star has signed a deal for its sun and ophthalmic products. The license has just been granted to Marchon, the initial term of which was not announced. This is only the second license for the Dutch denim brand following one for shoes.

“We will first properly develop the glasses before broadening the line again,” said a member of the jeans company from its headquarters in Amsterdam. The American eyewear company will manage distribution and production. The collection is currently on display at Mido, the eyewear tradeshow in Milan. Marchon Eyewear already has a broad portfolio of licensed brands that includes Calvin Klein, Fendi, Jil Sander, Lacoste, Chloe and Nike. G-Star’s choice of Marchon seems logical as its competitor Diesel opted for Marcolin.