NEW YORK — Victoria Beckham despises skinny jeans on men.
“I think guys should wear jeans big and baggy, with a big pair of boots or flip-flops—exactly how you see David when he’s out in his jeans and T-shirt,” she advised on a phone call from her L.A. home last week, referencing her husband, soccer superstar David Beckham. “Do not pull them up tight and have your bulge showing. Let it hang!”
The former Spice Girl’s fecund fashion tips came as she readies the launch of a men’s jeans range, which will hit stores this August. Branded under her dVb label, the jeans are the latest step in Beckham’s budding fashion career, which began last year with the launch of women’s jeans, eyewear, and his-and-her fragrances.
“These are not skinny jeans. They are what I call proper men’s jeans,” said Beckham of her foray into the men’s market. “If you are a man that likes really skinny jeans, very fashiony, this isn’t really the line for you. I didn’t want anything too tight around the crotch. That really repulses me. It might be fashionable, but you are not going to get that from dVb.”
Beckham’s jeans are produced in partnership with Western Glove Works, the Winnipeg, Canada–based company that also markets the Silver Jeans and 1921 denim brands. The first delivery has been tightly edited and includes a boot fit available in five washes—such as a dark resin wash, a vintage stain wash and a light gray wash—and a boot fit with a back flap pocket, in a vintage stone-bleach wash. A later holiday delivery will expand the fit offerings to a straight leg and will also include vintage-wash T-shirts.
The jeans, sourced in Asia and Morocco, will retail from $220 to $285. Design details include an aged leather waistband patch with the dVb logo, antique copper finish hardware, and purple pocket bags. Beckham and Western Glove Works are targeting top-tier specialty retailers for the men’s jeans, which are sold out of the Denim Area showrooms in New York and L.A. The women’s denim collection is currently carried in about 600 doors globally, including Saks Fifth Avenue, Maxfield, Kitson, Harvey Nichols, Selfridges and Colette.
“I’ve used the best Japanese denim, and I think I’ve created a fit that is very flattering and very comfortable,” said Beckham, who is creative director of the dVb brand. “I’m a complete control freak and I want everything to be perfect. I’m not doing a Britney Spears and just putting my name on something and saying, ‘Sell this perfume.’ This is a real passion of mine. People think all I do is go shopping like a miserable cow, but, in actual fact, I work bloody hard.”
Beckham has no formal design training but she did previously work on a co-branded denim line with Rock & Republic for several years, and she’s known worldwide for her provocative fashion sense. (Beckham’s Spice Girls nickname was “Posh.”) “She is very involved in all aspects of the line,” said Alan Einarson, a vice-president at Western Glove Works, who oversees the project. “We have regular meetings with her in L.A. and London, bring all the materials, sit in a room and spread everything out.” According to Beckham, she has an ideal fit model in her husband—who currently captains the L.A. Galaxy soccer team, and stars in international advertising campaigns for Emporio Armani underwear, Adidas, Motorola and Pepsi. “I ask him what he likes and dislikes about certain jeans,” explained Beckham. “When I get the prototypes, I try them on him. He says they are the best-fitting jeans he’s ever had.”
The dVb brand—which is an acronym for David and Victoria Beckham—is a partnership between the Beckhams and 19 Entertainment Ltd. The London-based company was founded by Simon Fuller, and produces American Idol, created the Spice Girls, and manages the careers of singer Kelly Clarkson and fashion designer Roland Mouret, among other diverse clients.
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