H&M TEAM UP WITH GLOBAL ICON DAVID BECKHAM TO LAUNCH HIS NEW BODYWEAR RANGE
The long-term alliance will allow David Beckham to produce and exclusively sell his eagerly awaited new DAVID BECKHAM bodywear line in around 1800 H&M stores in around 40 countries worldwide. It marks the beginning of a significant relationship between H&M and David Beckham, with new Bodywear products being launched seasonally. The initial range will be launched to coincide with Valentine’s Day 2012 from February 2nd.
Recognised in every corner of the world, David Beckham has consistently redefined the world he lives in. Considered by many to be one of the most marketable individuals in the world, Beckham and his business partner Simon Fuller in 2011 announced the launch of a new Brand Identity and DAVID BECKHAM branded product line, to include bodywear.
“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,” said David Beckham. “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, I’m excited and looking forward to showcasing the range to H&M customers from February.”
“David Beckham is a true icon both of sport and style. It is incredibly exciting for H&M to be entering into a long-term partnership with him for his DAVID BECKHAM Bodywear line. It is the start of an amazing ad-venture for us at H&M. Valentine’s Day in 2012 is going to be a very exciting time indeed”, says Ann-Sofie Johansson, H&M’s Head of Design.
“This partnership with H&M is an important step in the evolution of David’s journey from sporting hero to entrepreneur and icon”, said Simon Fuller, David Beckham’s long time business partner. “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.’
David Beckham’s debut Bodywear collection for H&M has quality and longevity at its core. This first collection introduces nine underwear styles for men which will go on to form the products of the long-term unique partnership between David Beckham and H&M. Designed by David’s in-house team and sold exclusively at H&M, the focus is on fit, function, comfort and design, avoiding overt branding to present a range of new classics, comprising of briefs, boxers, vests, T-shirts, pyjamas and long johns. The result of eighteen months of research and development, the collection aims to set a new standard in men’s bodywear for the 21st century. Available from 2nd February 2012 at 1,800 H&M stores worldwide as well as on-line.
To create the ultimate bodywear collection, it’s all about finding the perfect garment with the perfect detailing, like the most comfortable elastic for a brief, with a label which does not scratch along with seams which do not rub against the body. It has to be the right shade of grey for a long-length vest; the perfect sleeve length for a fitted T-shirt. David and his design team worked with pieces from David’s own wardrobe, incorporating David’s own unique style aesthetic in order to create and build a meaningful bodywear brand from the outset. It’s why the waistband branding is minimal: instead, the signature is found in the design of the pieces themselves.
This first collection presents the nine key products in their most basic form to highlight the quality of the design. There are four underpant styles – briefs, trunks, boxer briefs and woven boxers; three tops – David’s perfect T-shirt, vest and Henley; and then two bodywear styles – pyjama bottoms, and also long johns, the secret favourite undergarment of many men in the colder months. cotton is used throughout, with the right elastane in the briefs, trunks, T-shirt and vest to still have a soft feel. Cotton waffle is used in the Henley and long-john, and a special finish on the 100% cotton pyjamas to ensure they retain their shape. The collection is a first in a long- term partnership with H&M, which will seasonally develop with new styles, new fabrics and new patterns which will all follow the quality-focused blueprint of David’s new classics.
Below is the price list for the collection. I know I'm heading to H&M first thing in the morning to get hubby his V'day present. What about you?
Photos are all courtesy of H&M.
