• Sweden edition
 
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

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)

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!.
Today's headlines
Elections 2014
Six big headaches for Stefan Löfven
Stefan Löfven: a man with a lot on his plate. Photo: Sören Andersson/TT

Six big headaches for Stefan Löfven

Stefan Löfven has started talks to form a new government, but the former welder faces huge challenges in bringing together an administration that will work. The Local explains why. READ  

Business
Microsoft to buy Swedish Minecraft makers

Microsoft to buy Swedish Minecraft makers

UPDATED: Microsoft announced on Monday that it was buying Swedish company Mojang, which was behind the hit game Minecraft, for $2.5 billion (17.9 billion kronor). READ  

Presented by Stockholm Business Region
Introducing... Starting a business in Stockholm
A business meeting in Stockholm. Photo: Henrik Trygg/Imagebank Sweden

Introducing... Starting a business in Stockholm

Does the dream of your very own business in Stockholm seem unattainable? It may be much, much closer than you think. Stockholm is the largest city in Scandinavia - and its possibilities are endless. READ  

Elections 2014
Election puts economy in 'fog of uncertainty'
Maria Rankka, head of the Stockholm Chamber of Commerce, is worried about restrictions on foreign workers coming to Sweden. File photo: Magnus Hjalmarson Neideman/SvD /TT

Election puts economy in 'fog of uncertainty'

Sweden’s currency took a hit and business leaders warned of a rocky road ahead as the country awoke on Monday to the prospect of a left-led government for the first time in eight years. READ  

My Swedish Career
How I became a surf blogger in Sweden
John Brodie's back. Photo: Private

How I became a surf blogger in Sweden

Surf's up with The Local's Swedish Career chat this week. We've taken a turn from the norm and talked to John Brodie who's kicking off what looks like a promising career in surf writing. READ  

Elections 2014
Sweden's Prime Minister and Finance Minister quit
Reinfeldt hands his resignation to speaker Per Westerberg. Photo: TT

Sweden's Prime Minister and Finance Minister quit

Outgoing Prime Minister Fredrik Reinfeldt has handed in his resignation after his right-wing Alliance was defeated at the polls on Sunday. His Finance Minister Anders Borg has announced he is leaving politics too. READ  

Analysis
How Sweden Democrats went mainstream
Sweden Democrat leader Jimmie Åkesson celebrates in Stockholm. Photo: TT

How Sweden Democrats went mainstream

The anti-immigrant Sweden Democrats have become the third largest party in a country famous for its egalitarian ideals. The Local's Maddy Savage explores the reasons for their success. READ  

Elections 2014
ELECTIONS BLOG: Updates and analysis
Social Democrat leader Stefan Löfven. Photo: TT

ELECTIONS BLOG: Updates and analysis

The Local blogged live throughout Sunday night as our reporters watched Reinfeldt resign as prime minister, Löfven declare he was ready to lead the red-greens and the Sweden Democrats celebrate becoming Sweden's third largest party. READ  

Interview
Green Party: 'We didn't succeed'
Green Party co-leader Gustav Fridolin. Photo: Fredrik Sandberg/TT

Green Party: 'We didn't succeed'

While the Green Party did not become Sweden's third political force as it hoped, it is set to govern alongside new prime minister Stefan Löfven. The Local spoke with Gustav Fridolin, one of the party's two co-leaders. READ  

Behind the scenes: Election night 2014
Is the the Alliance's last photo op as Sweden's government? Photo: Jonas Ekströmer/TT

Behind the scenes: Election night 2014

The Local reported live from the main parties' election events on Sunday night. Our reporters shared their insights ahead of the results. READ  

RECEIVE OUR NEWSLETTER AND ALERTS
Business & Money
How to start a business in Stockholm
Society
How I became a surf blogger when I moved to Sweden
Gallery
People-watching: September 13th
Society
Why is Stockholm's Södermalm so cool?
Gallery
People-watching: September 11th
Blog updates

12 September

EU sanctions: necessary, effective and timely (The Diplomatic Dispatch) »

"Regular readers of this blog know I’ve written about the Russia-Ukraine crisis here. Today I’ve chosen to share an article by the UK Minister for Europe, David Lidington, with my readers: This week the European Union imposed further sanctions on Russia. This decision followed months of destabilisation of Ukraine by Russia, and months of political..." READ »

 

12 September

Editor’s blog (The Local Sweden) »

"Hi readers, With the Swedish election just days away, we’ve spent the week bringing you the latest headlines from the final stages of the campaign. Polls suggest that the gap between the ruling Alliance parties and the Social Democrat-led opposition is narrowing, but the result is far from certain. We’ve put together a list of five possible..." READ »

 
 
 
Gallery
People-watching: September 13th
Politics
Five possible election outcomes
Politics
Sweden elections: How do they work?
Politics
Sweden elections: Who's who?
Lifestyle
What's on in Sweden
Sponsored Article
Find out what gives this Swedish school executive appeal
Gallery
Property of the week - Hornstull, Stockholm
Analysis
Five differences between the UK and Sweden
Welshman Jonny Luck is now a chef in Sweden
Society
How I opened my own restaurant in Sweden's Malmö
Sponsored Article
Stockholm tech fest: relive the magic
Gallery
People-watching September 8th
Photo: TT
Politics
Feminists fight for first seats
Politics
Immigration cut push from Sweden Democrats
Sheryl Sandberg says women have "low expectations"
Tech
Facebook exec talks women's limits in Swedish business
Politics
Left Party calls for justice and equality
Politics
Green Party wants 'better world' for kids
Lifestyle
The five best Swedish songs of the month
Sponsored Article
Introducing… Insurance in Stockholm
National
Huge clear up underway after Skåne floods
Politics
Sweden's Alliance reveals full manifesto
Tech
Sweden's highest peak to lose title next year
Sponsored Article
Graduates: Insure your income in Sweden with AEA
Sponsored Article
Introducing...Your finances in Stockholm
Sponsored Article
Introducing...Housing in Stockholm
Latest news from The Local in Austria

More news from Austria at thelocal.at

Latest news from The Local in Switzerland

More news from Switzerland at thelocal.ch

Latest news from The Local in Germany

More news from Germany at thelocal.de

Latest news from The Local in Denmark

More news from Denmark at thelocal.dk

Latest news from The Local in Spain

More news from Spain at thelocal.es

Latest news from The Local in France

More news from France at thelocal.fr

Latest news from The Local in Italy

More news from Italy at thelocal.it

Latest news from The Local in Norway

More news from Norway at thelocal.no

846
jobs available
Swedish Down Town Consulting & Productions
Swedish Down Town Consulting & Productions is an innovative business company which provides valuable assistance with the Swedish Authorities, Swedish language practice and general communications. Call 073-100 47 81 or visit:
www.swedishdowntown.com
PSD Media
PSD Media is marketing company that offers innovative solutions for online retailers. We provide modern solutions that help increase traffic and raise conversion. Visit our site at:
http://psdmedia.se
If you want to drink, that’s your business.
If you want to stop, we can help.

Learn more about English-language Alcoholics Anonymous in Sweden. No dues. No fees. Confidentiality assured.
AA-EUROPE.ORG/SWEDEN