David Beckham has signed a five-year deal with British menswear brand Kent & Curwen, to drive the brand's business across the world.
The agreement with the sporting star and his business partner Simon Fuller will see Beckham getting involved in multiple aspects of the Kent & Curwen business, from product development, market expansion and advertising to store design and location.
Trinity, which owns Kent & Curwen, plans to include the creation of new collections and marketing campaigns inspired and influenced by David Beckham. They will open new flagship stores in China and other markets around the world, as well as an e-commerce site.
Chief executive of Trinity, Richard Cohen said, "Kent & Curwen was established in 1926 as a sports-related gentlemen's fashion brand, so it's a perfect fit to have David as a business partner - a true gentleman, celebrated for his fashion style, and the British sports hero of his generation.
“Sports-related men's fashion is a significant growth opportunity in China and beyond, and I am confident that David, as a global icon, will enable us to engage more deeply with existing customers, and attract a new clientele to the brand."
Kent & Curwen's design team will work with David Beckham to develop a personally branded collection for Autumn Winter 2016.
David Beckham said, "What I love is that Kent & Curwen has a pedigree and excellence that has been passed not just through generations of Britain's most celebrated style icons, from Laurence Olivier to Michael Caine and Mick Jagger, as well as many others who have worn their products. Our aim is to build on its existing popularity and success in China and establish it as a powerful brand globally."
