Hong Kong fashion brand owner and retailer Trinity Limited has signed sports legend David Beckham in a five year deal to be the face of its luxury Kent & Curwen menswear label.
Under the deal with Global Brands Group Holding through its Seven Global joint venture with David Beckham and his business partner Simon Fuller, David 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.
Trinity’s plans include the creation of new Kent & Curwen collections and marketing campaigns inspired and influenced by David Beckham as well as the opening of new flagship stores in China and other markets around the world, and the launch of an eCommerce site.
Trinity CEO 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 he is 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 Cain 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 will work with Kent & Curwen’s design team to develop a personally branded collection for Fall/Winter 2016.
Bruce Rockowitz, Global Brands Group CEO and vice chairman said the partnership with Trinity brings together two highly complementary brands – “the iconic British brand Kent & Curwen, with its rich sporting heritage, and the David Beckham brand, synonymous with sports, style and star power”.
“This is just the beginning of our plans to extend the Beckham brand across all consumer product categories, leveraging the powerful worldwide platform of Global Brands,” said Rockowitz.