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David Beckham signs deal with menswear brand Kent & Curwen

David Beckham has signed a five-year deal with Trinity owned British menswear brand Kent & Curwen in which he will play a multifaceted role in driving the brand's business across the world.

GENERAL MERCHANDISE

David Beckham signs deal with menswear brand Kent & Curwen

Under the agreement with Global Brands Group Holding through its Seven Global joint venture with the sporting star and his business partner Simon Fuller, Beckham will get 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 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, Trinity's chief executive, 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."

He added: "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 Kent & Curwen's design team to develop a personally branded collection for Autumn/Winter 2016.

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."

Trinity’s other brands include Cerruti 1881 and Gieves & Hawkes, which like Kent & Curwen are all self-owned, and D'URBAN which is operated under a long-term licence in Greater China.

 

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