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David Beckham ends involvement with Kent & Curwen

Lauretta Roberts
28 April 2020

David Beckham has ended his involvement with British heritage menswear brand Kent & Curwen, which he had been helping to revive.

It has been revealed that Beckham left the brand at the end of last year having first joined in a five-year agreement to front it up in 2015. His company Seven Global then bought a stake in the brand in 2016. He is currently carrying out negotiations to finalise his exit.

Beckham had been involved in all aspects of the brand from product design to store design and acted as its face and spokesperson appearing in campaigns. Creative direction was led by Daniel Kearns and the pair teamed up to create collections inspired by Peaky Blinders and The Stone Roses.

It has been reported however that the brand, which was founded in 1926, had made losses of £18m over the past three years. Kent & Curwen had been part of a stable of brands, that included Gieves & Hawkes and Cerruti 1881, which were sold to Shandong Ruyi, the Chinese conglomerate, in 2017 for $285m. They had formed Trinity Ltd.

David Beckham's other fashion and grooming business interests include his grooming brand House 99 and an eyewear collection EYEWEAR by DAVID BECKHAM, which is set to be launched with Safilo. He is also ambassadorial president of the British Fashion Council.

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