David Beckham has signed a five-year agreement with Kent & Curwen, which will see him involved in “multifaceted role” in driving the brand’s business globally.
Under the agreement with Seven Global, Beckham’s joint venture with his business partner Simon Fuller, and Kent & Curwen’s corporate parent Global Brands Group, Beckham will be personally involved in multiple aspects of the Kent & Curwen business, from product development, market expansion and advertising to store design and location.
Meanwhile, Kent & Curwen’s parent company Trinity International, will create the new Kent & Curwen collections and marketing campaigns inspired and influenced by Beckham, as well as the opening of new flagship stores in China and other markets around the world, and the launch of an e-commerce site.
Richard Cohen, CEO of Trinity Limited, said, “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.”
Beckham will work with the design team to develop a personally branded collection for fall/winter 2016.
He said, “I’m always looking to work with brands and companies that have a rich history and authenticity. Our aim is to build on its existing popularity and success in China and establish it as a powerful brand globally.”