David Beckham has signed a two-year deal with H&M to launch a bodywear collection for men, with a first collection of men's underwear set to debut February 2, 2012.
According to company press release, the soccer star will release seasonal underwear collections with the fast-fashion retailer from the Valentine's Day holiday season on. In a statement, WWD reports that Beckham sees this as a long-term relationship:
“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.”
"American Idol" creator and Beckham's business partner, Simon Fuller, also weighed in, calling the partnership "an important step in the evolution of David’s journey from sporting hero to entrepreneur and icon."
Indeed, both Beckham and his wife, Victoria, who recently launched a new dress line (and had a fourth child), have been vocal about the expansion of their respective global empires. Beckham, for his part, got the inspiration to launch bodywear after the mere presence of his torso in an underwear ad sent Armani's sales figures surging.
With the H&M line hitting about 1,800 stores come Valentine's Day, expect a lot more where that came from.