Footballer follows wife into fashion, announcing new line and long-term partnership with Swedish high-street giant.

Caroline Ku
  • 29 july 2011

Powered by
This article titled “David Beckham to launch underwear collection with H&M” was written by Simon Chilvers, for The Guardian on Thursday 28th July 2011 17.44 UTC

His wife may be the famous fashion designer, but David Beckham yesterday got in on the act, confirming that he will launch his own clothing brand in February 2012.

The range, which is likely to focus on underwear, will be sold globally through a long-term partnership with H&M.

Beckham has been working on the collection with his team over the past year. “The final piece in the jigsaw was a retail partner who has the vision and capability to distribute these products globally,” he said of his new relationship with the Swedish chain. “I am excited and looking forward to showcasing the range to H&M customers from February.”

Simon Fuller, Beckham’s business partner, who was also behind the successful launch of Victoria Beckham’s fashion label, said the collaboration was an important step for the footballer. “H&M’s enthusiasm and support for this venture, combined with their scale and reach, will continue to enhance the power of David’s image around the world.”

Beckham is no stranger to promoting underwear, having previously appeared in a series of Armani billboard campaigns in 2008. Selfridges later reported a 150% increase in sales of men’s briefs.

However, despite having the power to influence trends, from haircuts to suit styles, the Beckham fashion effect has not always been so dramatic.

His range of children’s clothing for Marks & Spencer, launched in 2002 under the name DB07, failed to set children’s fashion alight.

The David Beckham bodywear collection will be sold in 1,800 H&M stores in around 40 countries with new designs set to appear on a seasonal basis. H&M has previously collaborated on sell-out ranges with some of the biggest names in fashion, including Stella McCartney, Karl Lagerfeld and Jimmy Choo. © Guardian News & Media Limited 2010

Published via the Guardian News Feed plugin for WordPress.


Brand Engagement At The Gates Of The World's Largest Open-Air Gallery

Asia Yesterday

Safe Drivers Rewarded In Japan With Free Coffee

Driving Barista is a new app that encourages Japanese motorists to put their phones down as they drive

Arts & Culture Yesterday

Michael Kors Has Designed Their Own Instant Camera

In a partnership with Fuji, the limited edition Instax Mini 70 comes in an exclusive metallic gold color


Get PSFK's Related Report: Future of Retail: Technology Primer

See All
Health Yesterday

Manage Your Emotional Health Through Your Phone

Pharmaceutical company Pfizer has created a new iOS app meant to help patients track mental progress and set goals

Food Yesterday

Delete Food Pics Off Of Instagram To Feed The Hungry

Land O'Lakes and Feeding America are donating meals for every picture of a meal taken off of the social platform

Design & Architecture Yesterday

This Shape-Shifting Pod Could Be The Future Of The Cubicle

MIT and Google have designed a new form of work enclosure meant to offer privacy in open-office layouts

Advertising Yesterday

Billboard Spies On People As They Walk By

To promote the movie "Snowden," the advertisement broadcasts information on passersby without their knowledge

Fashion Yesterday

Anti-Pollution Scarf Helps Cyclists Ride Through Cities

An innovative system filters pollutants and its accompanying app monitors quality of the air


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed Yesterday

Energy Expert: How American Consumers Are Taking Control Of Their Power Use

Jennifer Tuohy, green tech expert at The Home Depot, discusses green home technologies and developments for renewable technologies in US homes

PSFK Labs Yesterday

New Mentorship Ecosystems Benefit All Levels Of An Organization

PSFK’s Future of Work report explores how technology is being leveraged to support cross-team communication

Automotive Yesterday

Volvo’s Self-Driving Trucks Will Soon Be Put To Work In An Underground Mine

The fully-automated vehicles are part of a development project to help improve safety for workers

Work Yesterday

Editorial Roundtable: How Will Companies Staff The Workplace Of The Future?

Managed By Q, Soma, Workbar, Primary, AltSchool and thinkPARALLAX examine the ways that a people-first workplace might disrupt the job hiring process

Arts & Culture Yesterday

Mischievous Drone Will Drop Paint-Filled Balloons On Targets Of Your Choosing

A German photography team developed the flying device to accurately deliver a payload wherever needed

Retail Yesterday

Snapchat Reveals A Striking Pair Of Video-Recording Sunglasses

Spectacles make memories from your perspective and transfer them to the app


Future Of Work
Cultivating The Next Generation Of Leaders

Financial Services Yesterday

This Peer-To-Peer Insurance Company Is Powered By Bots

Lemonade is a new product designed to lighten the paperwork and provide instant, helpful service when needed

Design Yesterday

Concept Artists And Scientists Form Partnership To Visualize The Future

The collaboration hopes to liberate ideas and innovations trapped in notebooks

Automotive Yesterday

Uber Could Be Bringing Vertical Takeoff Transport To Your City

The ridesharing app is looking into the development of nimble aircraft for urban environments

No search results found.