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David Beckham Tapped to Revitalize Kent & Curwen

David Beckham is teaming up with menswear label Kent & Curwen. The former soccer star signed a five-year deal with the Trinity Limited-owned brand to be personally involved in multiple aspects of its business, including product development, market expansion, advertising and store design.

The agreement was made between Trinity and Global Brands Group, which Beckham and business partner Simon Fuller entered into a joint with earlier this year to further develop and expand the Beckham brand.

Kent & Curwen got its start in 1926 designing military, club and college repp ties, and later cricket sweaters. The brand is now known for its high-end menswear with a British twist spanning wool suits and button-down shirts to jogger pants.

Beckham will develop a personally branded collection for Kent & Curwen for Fall ’16. Trinity’s other plans include marketing campaigns inspired Beckham, as well as the opening of new flagship stores in China and other markets around the world, and the development of an e-commerce site.

In a statement, Trinity Limited 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.”

He added, “We are honored 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.”