David Beckham has signed a five-year deal with Savile Row’s Kent & Curwen, the brand said Wednesday. The retired English football captain has signed the agreement on behalf of his company Seven Global that he owns with Simon Fuller, his business partner.
Beckham will reportedly design a capsule collection called Kent & Curwen, Inspired by David Beckham for an autumn 2016 launch. It will include accessories, eyewear and boy’s clothing. It will also be affordably priced compared with the Kent & Curwen main collection.
But Beckham will not be sketching out the designs. “Beckham will be working closely with the design team, and his inspiration and influence will be felt throughout the entire business,” said Jason Weisenfeld, president of Seven Global.
Beckham will play a multifaceted role in expanding the British brand’s appeal to younger consumers. The former footballer will be personally involved in all aspects of the brand’s business, including product development, market expansion, advertising and store design and location.
The Kent & Curwen brand would be Beckham’s only apparel line. The father of four has partnerships with Coty and David Beckham Bodywear by H&M. The latest partnership includes a nonexclusive right to distribute other David Beckham products in Kent & Curwen stores. Kent & Curwen currently operates 113 stores in 51 cities in China, Hong Kong, Macau and Taiwan.
“I’m always looking to work with brands and companies that have a rich history and authenticity. When this authenticity is rooted in the country that I came from, it attracts me even more to the partnership,” Beckham reportedly said. He said that the brand has a pedigree and excellence that has been passed through generations, adding that Laurence Olivier, Michael Caine and Mick Jagger have donned the label.
The 40-year-old athlete said that the aim was to build on the brand's existing popularity and success in China and establish it globally. The retired footballer's wife Victoria Beckham, a fashion designer, added that his inspiration has always been a simple, effortless style like a pair of classic jeans and a T-shirt, and sometimes a great suit from a classic British tailor.
Beckham said that when he was young, he experimented with fashion, but after getting older, he understands what fits and suits him.