Guess Where David Beckham Is Selling His Underwear Collection?

Remember that lucrative, brand-preserving collection of boxer briefs David Beckham has been working on? It goes on sale in February, and you’ll only be able to buy it from a certain Swedish mega-retailer.

H&M announced this morning that it has signed a long-term partnership with the soccar star-turned-designer, which will put his line of men’s underwear and other, um, bodywear, in over 1800 H&M stores in 40 countries. But unlike its collaborations with other designers, like Lanvin‘s Alber Elbaz or Chanel‘s Karl Lagerfeld, Beckham’s collection will return every season with a fresh take on garments most people will never see — unless you’re removing the pants of a guy who’s bought pieces of the collection, that is. The debut range will be launched to coincide with Valentine’s Day, which, yes, could easily be fodder for some bad, tawdry jokes. But Beckham is all business when it comes to talking about the collection.

“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,” Beckham said in a statement. “The final piece in the jigsaw was a retail partner who has the vision and capability to distribute these products globally. In H&M we have found the perfect partner to collaborate with going forward, I’m excited and looking forward to showcasing the range to H&M customers from February.”

And of course he’s excited. Beckham’s campaigns with Armani underwear nearly doubled sales of Armani-branded shorts, from €16 million in 2007 €31 million in 2009. And if men were willing to shell out $15 to $30 for a pair of designer underwear based on Beckham’s endorsement alone, there’s no telling how they’ll react to his designs at H&M’s mass-targeted price points.

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