Staff International, the production company owned by Diesel’s parent company Only The Brave, has renewed its license with Roberto Cavalli for his contemporary line, Just Cavalli. The licensing deal first came to fruition in 2011 when Cavalli and Staff International signed a 10-year licensing agreement giving Staff International full control over the manufacture and distribution of the Just Cavalli line. The extension comes 8 years prior to the expiration of the agreement and is being extended to the year 2031 with an option to renew for 5 more years after that.
Licensing agreements are very common occurrences within the fashion industry, particularly when luxury brands begin to expand into contemporary lines, children’s lines, men’s lines, and so on. When expansion occurs, the namesake brand typically does not have the resources and capabilities to be able to manage all the different lines that have offshoot from the original brand. As such, many brands license the rights of manufacture and distribution to companies such as Staff International who have the capabilities to produce the lines for the brands.