David Beckham, Six Pack Abs & Private Brand Underwear

David Beckham’s debut Private Brand Bodywear collection for fast fashion retailer H&M has quality and longevity at its core. This first collection introduces nine underwear styles for men, which will go on to form the products of the unique, long-term partnership between David Beckham and H&M. Designed by David and his in-house creative team the collection will be sold exclusively at H&M, the focus is on fit, function, comfort and design, while avoiding overt branding to present a range of new classics, comprised of briefs, boxers, vests, T-shirts, pajamas and long johns. The result of eighteen months of research and development, the collection aims to set a new standard in men’s bodywear for the 21st century. The collection will be available beginning February 2, 2012 at 1,800 H&M stores worldwide.

“Working with a team has always been a key part of my life and I found that to be the same when developing this range. Collectively, with my design team, we spent time working on the feel, fit and style to ensure the product is not only something I would wear but one that I would be proud to put my name on. I always want to challenge myself and this was such a rewarding experience for me. I’m very happy with the end result and I hope H&M’s male customers will be as excited as I am,” says David Beckham.

“The David Beckham bodywear collection for H&M is full of pieces that men will love. It’s an amazing debut collection, with so much attention paid to the function and quality of the garments. David Beckham is one of the most respected men in the world of sports today, and I can’t wait to see how the range will grow and evolve in the seasons ahead,” comments Ann-Sofie Johansson, H&M’s Head of Design.

To create the ultimate bodywear collection, it’s all about finding the perfect garment with the perfect detailing; like the most comfortable elastic for a brief, a label that does not scratch, and seams that do not rub against the body. It has to be the right shade of gray for a long vest or the perfect sleeve length for a fitted T-shirt. David and his design team worked with pieces from David’s own wardrobe, incorporating David’s own unique style aesthetic to create and build a meaningful bodywear brand from the outset. This is why the waistband branding is minimal: instead, the signature is found in the design of the pieces themselves.

This first collection presents the nine key products in their most basic form to highlight the quality of the design.

There are four styles of underpants – briefs, trunks, boxer briefs and woven boxers; three tops – David’s perfect T-shirt, vest and Henley; and two bodywear styles – pajama bottoms and also long johns, the secret favorite undergarment of many men in the colder months. cotton is used throughout, with the right elastane in the briefs, trunks, T-shirt and vest to provide a soft feel. Cotton waffle weave is used in the Henley and long johns, and a special finish on the 100% cotton pajamas ensures that they retain their shape. The collection is a first in a long-term Private Brand partnership with David Beckham, which will develop new styles, new fabrics and new patterns according to the season. Everything will follow the quality-focused blueprint that David has created for the new classics under the H&M label.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.