David Beckham has announced that his next venture will be an eponymous menswear label.
The former football player is set to join forces with Simon Fuller (aka that guy behind the Spice Girls and advisor to the Beckhams since way back when) and Global Brands of Hong Kong to create his own fashion brand.
Mr Beckham has already earned his stripes as ridiculously-good-looking-male-model (those H&M swim and bodywear campaigns, Adidas and Belstaff) but the future is designing mens collections with his name all over it.
Global Brands told WWD it would capitalise on, "Beckham's star power and status as one of the world's most famous sports and style icons."
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As for what Fuller will bring to the table, the company said it's his "deep understanding of consumers, talent, and sports and entertainment rights," that will be put to work for this new venture.
While Victoria Beckham heads up womens ready-to-wear fashion on the catwalk and in her shiny new Dover Street store, David's focus is likely to be on sportswear. Naturally.
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On the announcement David said it's the "first-of-its-kind."
"Simon and I have worked together for many years, and nobody understands artists and rights owners better than he does," he added.
Global Brands has a very impressive portfolio that includes over 350 labels (Calvin Klein, Dockers, Tommy Hilfiger as well as celebrity fashion lines producing brands for Jennifer Lopez and Rachel Zoe) so we're sure Golden Balls will fit in nicely.