David Beckham signs deal with Kent and Curwen

London - British menswear brand Kent and Curwen, part of the Trinity Limited group, has signed a deal with David Beckham, which will see the retired football star designing his own line as well as promoting the brand oversees and to expand its appeal to a younger customer.

The deal marks the first byproduct since the formation of Global Brands Group’s joint venture, Seven Global, with Beckham and his business partner Simon Fuller, which was formed last year. It sees Beckham signing a five-year global licensing agreement with Kent and Curwen.

According to Trinity, Beckham will be “personally involved” in different aspects of the Kent and Curwen business, from product development to advertising. In addition, Seven Global will receive royalties of up to five percent of Kent and Curwen’s net retail sales and 10 percent of wholesale sales, with a minimum guarantee of 3.5 million dollars in the first year.

Beckham will reportedly design a capsule collection inspired by his influences for an autumn/winter 2016 launch. It will include accessories, eyewear and boy’s clothing. It will also be affordably priced compared with the Kent and Curwen main collection.

Seven Global president Jason Weisenfeld, explains: “Beckham will be working closely with the design team, and his inspiration and influence will be felt throughout the entire business.”

The retired footballer will also star in advertising campaigns as well as assist the brand with new openings, such as the new flagship in China. The deal also includes a non-exclusive right to distribute other David Beckham products in Kent and Curwen stores.