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H&M set to sell Beckham-branded undies

H&M set to sell Beckham-branded undies

Published: 28 Jul 2011 11:13 GMT+02:00
Updated: 28 Jul 2011 11:13 GMT+02:00

H&M is teaming up with football icon David Beckham on a new line of branded men's underwear, the Swedish fashion giant announced on Wednesday.

In what the company is calling "a significant relationship", H&M is set to be the exclusive distributor of Beckham's Bodywear line of men's underwear.

The initial range will be launched in February 2012 to coincide with Valentine’s Day, with new Bodywear products to be launched seasonally thereafter.

“Over the past year, I’ve been developing my Bodywear range with my team and I’m extremely positive about what we have designed and produced,” Beckham said in a statement.

“The final piece in the jigsaw was a retail partner who has the vision and capability to distribute these products globally. In H&M we have found the perfect partner to collaborate with going forward."

H&M's head of design, Ann-Sofie Johansson, praised the former captain of the English national side as a "true icon both of sport and style", calling the partnership as "incredibly exciting".

"It is the start of an amazing adventure for us at H&M," she said in a statement.

Earlier this year, Beckham and his business partner Simon Fuller, creator of the "Idol" song contest television programme, announced plans to launch a line of Beckham-branded products following the success of his collaboration with the Armani.

“This partnership with H&M is an important step in the evolution of David’s journey from sporting hero to entrepreneur and icon”, Fuller said in a statement, citing H&M's global reach as an important vehicle for promoting Beckham's brand around the world.

David Landes (david.landes@thelocal.se)

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Your comments about this article

16:26 July 28, 2011 by Swedesmith
It's got a real small front pouch so you have to bend it like Beckam.
17:46 July 28, 2011 by Mb 65
A 2 year old could design under wear. what they mean he will put his on them and they will up the price.
18:03 July 28, 2011 by Jes
Apparently , The Local has run out of news to report .

Why is it important that H&M sells Becham´`s underwear ?

Does it cure cancer ?
06:57 July 29, 2011 by prince T
It will not cure cancer but make money for him. Jes take your own undies to HM if they will sell it for you.
10:58 July 29, 2011 by andyron2
lol...lol....lol
18:43 July 29, 2011 by conboy
What is this mania with people showing off their underwear or even worse jeans which don't cover the lower back when people bend over revealing the crease of their cracks? I think a new social media site should be started called arsebook to celebrate the trend!.
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