David Beckham
David Beckham has joined High street retailer H&M to sell his new bodywear range for men, it was revealed on Thursday (28 July)

David Beckham has joined High street retailer H&M to sell his new bodywear range for men, it was revealed on Thursday (28 July)

Beckham and his business partner Simon Fuller in 2011 announced the launch of a new Brand Identity and DAVID BECKHAM branded product line, to include bodywear which will be available from 1800 H&M stores in around 40 countries worldwide.

It marks the beginning of a significant relationship between H&M and David Beckham, with new Bodywear products being launched seasonally. The initial range will be launched to coincide with Valentine's Day 2012 from February 2nd.

Speaking about the collaboration, Beckham said:

"Over the past year, I've been developing my Bodywear range with my team and I'm extremely positive about what we have designed and produced. The final piece in the jigsaw was a retail partner, in H&M we have found the perfect partner to collaborate with going forward.''

David Beckham has become somewhat of a global icon both in his football career and largely due to his fashion sense, considered by many to be unique and innovative.

H&M, the world's number two clothes retailer, has often linked itself with famous names to attract customers, including Madonna and Stella McCartney.

The partnership with Beckham will be a long-term alliance, the group said.

"It marks the beginning of a significant relationship between H&M and David Beckham, with new Bodywear products being launched seasonally," it said in a statement. A spokeswoman said the cooperation would initially last two years.

H & M Hennes & Mauritz AB (H&M) was established in Sweden in 1947 and is synonymous with affordable as well as up-to-date and high quality fashion. With more than 2,200 stores in 40 countries, the store has a wide product range that is divided into a number of different concepts for women, men, teenagers and children.