Beckham teams up with H&M for underwear line
Footballer, Dad, and loving husband is set to launch a men’s underwear line in February 2012, to coincide with Valentine’s Day. Beckham announced Thursday that he was teaming up with H&M to make a new range of bodywear for men.
H&M said Beckham’s new line would be sold in some 1800 of the company’s stores in about 40 countries worldwide.”It marks the beginning of a significant relationship between H&M and David Beckham, with new bodywear products being launched seasonally,” the company said in a press release.
Since his wife is a well known fashion designer, I guess Beckham decided to give it a try. He’s been working on the collection with his team over the past year. “I am excited and looking forward to showcasing the range to H&M customers from February,” he said.
The head designer of H&M, Ann-Sofie Johansson, admired Beckham and was excited for his work; calling him a “true icon of both style and sport.”
“It is the start of an amazing adventure for us at H&M,” she said about their partnership.
Beckham’s business partner, Simon Fuller, stated the partnership with H&M was an important step for him. Simon was also behind the successful launch of Victoria Beckham’s (his wife) fashion label. ”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.”
Two years ago, Beckham appeared in many Armani billboards modeling underwear. They later reported a 150% increase in sales for men’s underwear because of his appearance.
Despite having the influence to inspire trends, Beckham had a downfall in the fashion effect. In 2002, he launched clothing for children under the name DBO7 and it failed to set a new mark in children’s fashion.
Hopefully, his new line will be a success. He has experience in marketing underwear, but will his new line do well with H&M. What do you think?