David Beckham-Backed Menswear Label Coming in November
The soccer star’s revitalized British heritage brand, Kent & Curwen, is set to debut on Mr Porter.
David Beckham fans have plenty of fashion debuts to look forward to in the coming months. The retired soccer star’s singular apparel investment, British menswear label Kent & Curwen, will debut its first collection under Beckham and new creative director Daniel Kearns. The reimagined sportswear line is set to launch exclusively on Mr Porter in November before becoming available on the brand’s website several weeks later.
In 2015, Beckham inked a deal with the 90-year-old heritage brand under Seven Global (his joint venture with American Idol creator Simon Fuller and Hong Kong’s Global Brands). The five-year partnership with Beckham is part of Kent & Curwen’s wider efforts to garner a younger, wider fan base.
“We’re thrilled to be the exclusive global launch retailer in ushering in this new chapter of Kent & Curwen. Our edited offering provides a Mr Porter lens into the launch collection," says Mr Porter senior buyer Sam Kershaw. "We’re excited to help tell the story of the new Kent & Curwen when it lands onsite in November."
Beckham is also confirmed to front a yet-to-be shot campaign for the collection, which includes updated takes on rugby shirts splashed with an oversized rose logo and cricket sweaters — essentials that speak to the brand’s roots in British sporting menswear.
Daniel Kearns, who cut his teeth at Alexander McQueen, Louis Vuitton and Faconnable, took over the design reins at Kent & Curwen earlier this year, replacing Simon Spurr who headed to Gieves & Hawkes.
“Happy to have Daniel Kearns as our new Creative Director @kentandcurwen,” stated Beckham in the caption of an Instagram picture depicting the two in February. “Exciting times ahead.”
First created in 1933, our cricket sweater crossed over from sporting wear to global standard. In 1976, operations were moved to Farncombe in Surrey – taken from the archive, this is one of the earliest sweaters produced in that workshop. . @Daniel.Kearns #KentAndCurwen #KC #KCStory #British #Cricket #KCBritishStyle #ThreeLions #BritishMenswear #Knitwear #Heritage #Archive
The news comes on the heels of the announcement of Beckham’s latest campaign for his H&M Modern Essentials line, which launched in 2015. A Fredrik Bond-directed commercial, also starring comedian Kevin Hart, will launch on Sept. 26.