The collaboration is the first of its kind for Boss Menswear. Beckham said: “I’ve really enjoyed the collaboration with Boss so far and have been impressed by the team’s ambition, creativity, and desire for excellence. I look forward to sharing what we’ve been working on so far, including the Fall/Winter 2024 campaign as the first step in our long-term partnership.”
Hugo Boss CEO Daniel Grieder said he’s a “true global icon in both sports and fashion. With his distinctive entrepreneurial spirit and authentic passion for fashion, he perfectly embodies the values of our Boss brand”. Since retiring from football, Beckham has leveraged his fame to launch a number of successful businesses and endorsement deals.
His business is also linked to successful brand owner Authentic Brands Group. The American firm struck a deal just over two years ago to co-own and manage his global brand with Beckham becoming a shareholder of the group. Authentic “connects strong brands with best-in-class partners to optimise long-term value in the marketplace” and that activity is clearly on show here.
Earlier this year Hugo Boss announced that Naomi Campbell was launching a new travel-focused womenswear collection in a link-up with BOSS.
David Beckham for BOSS (Hugo Boss)
