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PARIS — H&M has lifted the lid on David Beckham’s briefs.
The Swedish high-street retailer on Wednesday unveiled the British soccer player’s first bodywear collection for H&M, which focuses on nine key products inspired by his style. The line will go on sale at 1,800 stores worldwide on Feb. 2.
Unlike the underwear he has previously modeled for Emporio Armani, Beckham’s collection features minimal branding on the waistband.
“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,” Beckham stated.
The collection is available in white, black and gray, with four styles of underpants: briefs priced $12.95 and woven boxers, trunks and boxer briefs, all at $14.95.
There are three tops: a short-sleeve T-shirt and tank, both $14.95, and a Henley at $29.95. Bottoms consist of pajama pants and long johns, both priced at $29.95.
All feature the label “David Beckham Bodywear for H&M,” using a David Beckham logo designed by Alasdhair Willis, founder of Announcement Creative and husband of designer Stella McCartney.
Ann-Sofie Johansson, H&M’s head of design, said these items would form the basis of the collection as it grows in future seasons under the retailer’s long-term partnership with Beckham, who alongside his wife, Victoria, is building a growing his and hers fashion empire that also includes fragrances and eyewear.
“It’s an amazing debut collection, with so much attention paid to the function and quality of the garments,” Johansson said.
The advertising campaign will feature black-and-white images of Beckham shot by Alasdair McLellan.
Beckham’s current and past endorsements include Emporio Armani, Adidas, Electronic Arts, Diet Pepsi, Yahoo, Castrol, M&S, Motorola and Police sunglasses, making him the fifth-highest-paid athlete in the world in 2010, with $43.7 million in salary and endorsements, according to Forbes.