David Beckham partners with Kent & Curwen

By

Cajsa Lykke Carlson

Published
Sep 16, 2015

Trinity Limited's Kent & Curwen menswear brand has a new collaborator: iconic football player and fashion favourite David Beckham.

The company has signed an exclusive five-year agreement with Beckham. It was made with Global Brands Group Holding Limited, through its Seven Global joint venture with David Beckham and his business partner Simon Fuller. Beckham will be involved in multiple aspects of the Kent & Curwen business, including market expansion, product development, advertising and store design and location.

New Kent & Curwen collections and campaigns inspired by Beckham will be created, and Trinity plans to open flagship stores in China and other markets around the world, and to launch e-commerce.

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Trinity Limited’s Chief Executive Officer, 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.”

“We are honoured to have David play a substantial role within the future development and management of the Kent & Curwen business. 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 said, “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. 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.”

Beckham's first line for Kent & Curwen will launch for F/W16.