Iconix International, formerly Iconix Brand Group, has acquired majority control of British streetwear brand Hoodrich. Brand founder Jay Williams will continue on as a minority shareholder.

The Birmingham and Watford-based brand aims for global expansion with the support of Iconix International, collaborating with Batra Group, which will oversee business operations and leveraging JD Sports as a worldwide retail partner.

Additionally, it intends to bolster its presence in the US, in all 50 states, and enter the Middle East and Latin America with ID Sports and local partners. Simultaneously, Hoodrich plans to expand its women’s collection and accessories to complement the men’s lineup

Launched in 2014 Hoodrich has expanded to more than 1,000 points of sale across 24 countries.

Williams said: “I’m really excited about the future of Hoodrich and can’t wait to grow the brand internationally. I think this is the perfect partnership for Hoodrich and I’m looking forward to working alongside Iconix and Batra, who will be a major support system for the global growth of the brand.”

Iconix’s chief executive Bob Galvin said Hoodrich is “extremely well-positioned to capitalize on the growing demand for lifestyle streetwear with an authentic brand story. We are committed to bringing this high-quality brand to an even bigger global audience and to expand on Williams’ commendable journey so that Hoodrich continues to be not just something, but something great,”

Iconix, which was taken private by Lancer Capital in 2021. owns, licenses, and markets nearly 30 consumer brands, including Danskin, Umbro, Pony, Ocean Pacific, Candie’s, Starter, Ed Hardy, London Fog, Ecko and Zoo York.