Football star David Beckham has developed a underwear line that will be launched to coincide with Valentine’s Day 2012.
The former England captain has struck a deal with H&M, which will see the high street retailer exclusively stock the line bearing his name in 1,800 of its stores from February next year.
Beckham, who is also launching his own fragrance lines, said the David Beckham Bodywear range, which focuses primarily on underwear, had been developed over the past 12 months with a team of designers.
“The final piece in the jigsaw was a retail partner who has the vision and capability to distribute these products globally,” he stated. “In H&M we have found the perfect partner to collaborate with going forward, I’m excited and looking forward to showcasing the range to H&M customers from February.”
Beckham’s business partner Simon Fuller suggested the retail deal was a key move for the brand.
“This partnership with H&M is an important step in the evolution of David’s journey from sporting hero to entrepreneur and icon,” he said. “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."