Romeo Beckham adds to family empire with launch of football-inspired 'Intra' fashion label
Romeo Beckham, the 23-year-old son of David and Victoria Beckham, has launched Intra, a sportswear label built around the intersection of football culture and fashion.
An introductory letter shared with the brand’s audience confirmed that Romeo Beckham co-founded it alongside Justin Saul.
Saul has prior experience in the fashion world, having revived the dormant skateboard clothing brand Elwood Clothing in 2020 by refocusing it on vintage-inspired essentials and streetwear.
While it is unclear exactly how Saul and Beckham met, it is likely that their shared interest in fashion, streetwear and the Los Angeles creative world brought them together.
A soft launch of Intra took place on a Soho street in London last week, with a wider rollout scheduled for Sunday, 7 June.
In its introductory letter addressed "to our community," the co-founders framed the brand around the feeling one gets just before a match begins, explaining that Intra "started with a feeling most of us never forget: the one you have before the whistle, before the crowd, before anyone's watching". The name itself is Latin for "within".
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The letter positions sport and fashion as inseparable, saying "sport was always fashion".
"The kit that became a uniform for an entire generation, on the field and on the street. Long before anyone called it 'style', the game was already setting it," the co-founders wrote, adding that they want to bring their audience into this world, where "the discipline of sport meets the language of fashion".
The co-founders added: "The players we idolised weren't just athletes, they were icons of how to look, how to carry yourself, how to walk into a room".
What Beckham and Saul also emphasise is that Intra is much more than just a "logo slapped on fabric". They describe it as a "brand with a memory" that "carries the textures and the eras and the feeling of the game we love".
Clearly, the founders have big ambitions and not an insignificant budget to play with, although it is unclear how the brand is financed.
What we do know is that Intra's first release, called "The Nations Collection", features three retro-inspired football jackets representing the USA, England and Brasil. The co-founders described this debut collection as "a love letter to a footballing culture that shaped us, cut and finished in the spirit of the eras we grew up worshipping".
If fans want to get their hands on the collection, they'll have to be quick. The brand will be operating a 'drop' model for its releases, which has been well established by streetwear labels.
According to an announcement on Instagram, the Intra web store will open on 7 June and remain open for only 48 hours. To help fans ensure they don't miss out, Intra shared the exact time the store will open across international locations - Los Angeles at 10am, Brazil at 2pm, and London at 6pm.
The brand highlighted that only a limited number of jackets will be available, which will, once the store closes, "not be released again". It did not specify the price of the jackets, although fans have asked the question in the comments.
The timing of the football-inspired brand is convenient, given that the 2026 World Cup kicks off in less than one week, on 11 June. The co-founders also highlight this connection, explaining that they are releasing the collection "in a summer when the world’s eyes turn to the game, because there’s no better moment to wear where you're from on your back".
The brand greatly benefits, of course, from its association with the Beckham family empire - from both a fashion and sports perspective. In a widely shared photograph, posted separately to both Victoria and Romeo Beckham's Instagram accounts, the family posed on a staircase, showing off Intra's England-style bomber jackets. The post on Victoria's Instagram garnered over 260,000 likes. In comparison, the same image (part of a gallery post) on Romeo's account received only 27,800 likes. Lucky, then, for Romeo to be able to count on the support of both of his parents.
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If the family ties go beyond promotional value and PR is, as of yet, unclear. Companies House does not list Intra or Romeo Beckham as a director of any entity, so the extent to which the new brand operates as a separate entity from the Beckham family's commercial empire is not confirmed.
Yet Romeo’s entry into the world of fashion and sports is clearly rooted in the industries that defined his parents’ careers and marks the early stages of a new generation of Beckhams contributing to the family’s business empire (if only indirectly).
Mom Victoria Beckham perhaps runs the most established business in the family. Her namesake fashion and beauty label reported revenues up 26% to £112.7 million in 2024, its fourth consecutive year of double-digit growth.
This week, the brand made headlines for opening its first US retail space at Bal Harbour Shops in Miami, a pop-up combining fashion and beauty under one roof for the first time outside London. In April, the founder also launched a 38-piece collection with Gap, as she hopes her designs reach a larger audience.
David Beckham has also been continuously working in fashion through brand partnerships.
His third collaboration with BOSS as Creative Style Director, BOSS by Beckham for SS26, was launched in April. In October 2025 Beckham cashed in on a £26 million payout from his fashion, media and sports empire following a record year of profits.
DRJB Holdings, the holding company combining all his brands, reported an underlying pre-tax profit of $44.9 million (£33.2 million) for 2024, a surge of 24% on the previous year.
His business ventures include an Eyewear by David Beckham line, the launch IM8 Health, a daily supplements brand, and partnerships with beer brand Stella Artois and household appliances brand Shark Ninja in 2024.
Brooklyn Beckham, the eldest sibling, launched Cloud 23, a hot sauce line, while Cruz Beckham is pursuing a music career fronting his band The Breakers.
Harper Beckham, 14, has been linked in reports to a forthcoming Gen Z and Gen Alpha-focused skincare brand called HIKU by Harper, said to be inspired by Korean beauty.
For Romeo Beckham, this marks only the beginning of Intra's journey. Its debut Nations Collection is described as a "first chapter", with the co-founders adding that they aim to expand the brand into a broader offer "built on craft, built to last, and built from the inside out".
Whether the label can expand from a statement jacket drop into a sustained sports-fashion proposition will depend on what follows the initial release and how far the brand can travel beyond the Beckham name that launched it.
