David Beckham has signed a five-year deal with Kent & Curwen, a brand owned by Trinity Limited that is controlled by Hong Kong’s Fung family, who also set up GBG. The retired English football captain will play a key role in the clothing retailer’s development. The aim of this collaboration is to expand the British brand’s appeal to a younger customer. 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.
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. But, he won’t 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.
This collaboration is the first tangible byproduct of Global Brands Group’s joint venture with the former soccer star and his business partner Simon Fuller, which was formed late last year.