In an effort to keep preserve his personal brand — and his ridiculous liquidity — David Beckham announced today that he’ll be launching a standalone brand. The soccer star will release men’s fragrance and bodywear under the David Beckham label starting later this year. It’s great news and we’re happy for the guy, but the one thing we want to know is what on earth is bodywear?
A Google search for the term turns up a variety of links, the first one being a video of dudes walking down a runway in glorified banana hammocks that look like they’re made of highly flammable material. Another few links down and you get to hardcore professional dance gear, some underwear, a few products that look like their designers are really gunning for part of Under Armour‘s market share, and something advertised unashamedly as “silicone butt pads”.
Beckham told WWD that his bodywear range was inspired by his four seasons of work as the
torso face of the Armani underwear collection, so we’re guessing that Beckham will start by making skivvies. But, you know, with as broad a range of definitions as the term bodywear has, we simply cannot divine his intentions. Other than his intention to make serious bank, that is.
“I have had the idea of doing a bodywear collection for some time now. The push to do something of my own really came as a result of my collaboration with Armani,” said Beckham, rattling off some sales figures. “They told me that their gross turnover in 2007 was around 16 million euros [$22.7 million at current exchange] and after the campaign in 2008 it went up to 31 million euros [$43.9 million] in 2008. It proved to me that there is a real market for good-looking, well-made men’s bodywear.”
And we guess if it can make that much money, it really doesn’t matter what it’s called, does it?