First he conquered football, then fragrance, then underwear, then whisky, razors and, well, a whole host of other ventures. Now, David Beckham is firmly setting his sights on fashion.
The former England captain has announced today a multi-year design collaboration with Hugo Boss, working together with their BOSS brand to forge new menswear lines.
The partnership was spearheaded by Hugo Boss CEO Daniel Grieder, who had never met Beckham before 2023, but watched the ‘Beckham’ Netflix documentary and knew instantly that he wanted to partner with the sportsman on a tailored clothing collection.
“David was always on the radar, but I didn’t know him personally, and until I saw the Netflix documentary, I wasn’t aware of all that he’d achieved in his life, all of the difficult times he went through, and how he stayed strong,” Grieder told WWD.
“The show changed my whole point of view, and I was convinced that we had to get him,” he added. “I said, ‘Listen, we don’t just want you as an ambassador, we want you in a partnership. We want you to be involved in the design, and to do a collection.’ Then we met again, and discussed what we could do together. He visited the company and was impressed.”
The multi-year deal will see Beckham “curate and design” multiple capsule and seasonal collections for BOSS over the coming seasons, with a focus on both formal and casual menswear.
The first collaboration is expected to be spring-summer 2025, with Beckham already working alongside the BOSS design team on the project. A first of its kind, the deal has been described as a “longterm partnership”, though no exact terms were disclosed.
It’s not Beckham’s first foray into fashion - he’s collaborated on bodywear collections for H&M and previously held a partnership with the brand Kent & Curwen. However, this came to an end in 2020 after the brand reported £18m worth of losses and ceased trading the following year.
With this design collaboration, David is set to follow in the footsteps of his high-fashion other half, Victoria, who recently pivoted her namesake label into profit and was described by the Financial Times as being “in a league of her own”.
Victoria recently launched her own collaboration with high street brand Mango, sparking queues outside the brand’s Oxford Street flagship store.
David Beckham said of the BOSS collaboration: “Over the last few years, I’ve been wanting to invest more time in design and fashion, but wanted to ensure I collaborated with a brand and team that could deliver something truly global and impactful. I’ve really enjoyed the collaboration with BOSS so far and have been impressed by the team’s ambition, creativity, and desire for excellence.”
