Milano 1984 has acquired a majority stake in Gas. So the denim brand has a new name, Gas Milano 1984.

The goal is to double revenues in three years. Gas was a menswear-driven brand but the new owners are eager to achieve a more balanced split, with womenswear growing from the current 20 percent to 40 percent.

The brand built its success in the ’90s and the following decade when wholesale was still the driving force. Although there is no plan to shift that model entirely, the brand will reduce its stock keeping units, drop four collections a year and inject newness via capsule collections now and then. A digital strategy will be instituted, compensating for the lost online sales over the past few years.Among the next steps, a digital marketing team will be built to grow e-commerce operations and provide e-tailers with forward-looking services.

Gas Milano 1984 counts around 500 stockists, mainly based in Italy. And Italy will remain the primary focus together with Southern Europe and German-speaking countries, where denim consumption is among the highest.Until 15 years ago, Gas had a strong footprint in Europe and even in Japan. A dedicated strategy for the US and Canada will follow.