Beckham stays classy with Kent & Curwen

Retired English star David Beckham has signed a multi-faceted endorsement deal with British fashion brand Kent & Curwen, adding it to the likes of Belstaff and H&M on his portfolio of fashion partners. As part of the deal, Beckham will endorse the Savile Row, London-based high end menswear company for the next five years.

He will work closely with the company’s design team, while marketing campaigns are likely to target Kent & Curwen‘s growing customer base in South East Asia.

The deal is the first to have sprung from an agreement signed last year between Beckham, his manager Simon Fuller, and Hong Kong-listed Global Brands Group, whose owners (Fung family) also own Kent & Curwen.

According to the Financial Times, Trinity Limited, the holding company for Kent & Curwen, will pay Seven Global, the joint venture set up between Beckham, Fuller and Global Brands Group last year, a cut of up to ten per cent on all Beckham-related sales, with a minimum guarantee of US$3.5 million in the first year of the deal, rising to US$7.25 million by 2020.