Italian streetwear brand P448 announced on Tuesday a joint venture partnership with The Camp Brands, to bolster its wholesale distribution and retail expansion across Europe, as well as launch branded apparel under the label P448 Europa.

Heading the P448 Europa venture is Javier Carrera, appointed as the managing director of the brand. Javier, known for his executive roles at Quiksilver and Nike, brings a wealth of experience in marketing sportswear and fashion brands to the table. His leadership promises to drive P448’s retail and wholesale distribution, brand management, and expansion strategies.

The launch of P448’s apparel collection is slated for Fall 2025, though a preview capsule collection, crafted from eco-friendly materials and bearing environmental certifications, is set to debut in September 2024. On the retail side, P448 plans to open retail stores in key European cities over the next 10 years.

The move comes as P448 has experienced a tremendous 55% sales growth within its European ecommerce site, over the past year.

“With Javier and the team, I have found the perfect international expansion partners for P448,” said Wayne Kulkin, executive chairman of Street Trend LLC, which owns P448 and was formed in 2017 as JV partnership with Jeffrey Hecktman, CEO of the international investment and financial services company Hilco Global.

“It is an immensely proud and exciting time for the brand as it all started in Europe. So, to be able at this time in our story to build out and expand throughout Europe providing easier access to our latest offerings with new retail stores, first rate servicing and more wholesale channels is a giant tipping point for the company.”

Most recently, John Hansen, an experienced investor in the consumer space, joined the company as an investor, as well as Chairman of the Board. Mark Wahlberg is also a strategic investor in the company.

Alongside Javier, the new P448 Europa division will be administrated by a board of directors made up of Kulkin, Hansen, Lori Sigismondo, and Diego Carrera.

“Joining the P448 family feels like we’re coming in the most exciting time to this brand becoming a global top competitive lifestyle brand”, said Javier. 

“Taking the core values of its brand philosophy as a truly designed and made in Italy footwear brand, mixed with its activism on sustainable driven product initiatives, The Camp Brands and I are thrilled to enlarge the brand’s footprint and exposure with not only a full apparel collection, but also contribute to its growth within the retail and wholesale arenas.”