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Sep 16, 2015
By WGSN Insider
High-end UK menswear brand Kent & Curwen has signed an exclusive five-year agreement that will see mega celebrity David Beckham take on a multifaceted role in driving the brand’s business globally, and particularly in China.
Under the agreement with Global Brands Group Holding, Beckham will be “personally involved” in multiple aspects of the business, from product development, market expansion and advertising to store design and location.
He will work with Kent & Curwen’s design team to develop a personally branded collection for autumn/winter 2016.
The brand’s owner Hong Kong-based Trinity, which also owns a stable of six high-end menswear brands including Gieves & Hawkes, plans to create new Kent & Curwen collections and marketing campaigns inspired and influenced by Beckham. It will also open of new flagship stores in China and other markets around the world, and the launch of an e-commerce 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.
“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 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.”
Brands Group Holding CEO Bruce Rockowitz added: “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.”
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