For years people have speculated about David Beckham launching his own line and now the rumours are finally true as the sports star prepares to launch his debut line - a collection of men's bodywear featuring both separates and underwear.
"I have had the idea of doing a bodywear collection for some time now," he told WWD. "The push to do something of my own really came as a result of my collaboration with Armani. They told me that their gross turnover in 2007 was around €16 million (£14.1 million), and after the campaign in 2008 it went up to €31 million (£38.7 million), in 2008. It proved to me that there is a real market for good-looking, well-made men's bodywear."
Throughout the design process he made sure to be hands on and involved. "With my team we have spent time working on the fit, the fabric and the style to ensure the product looks and feels the very best and I am hugely proud of the end result," he explained. "I can't wait to show people the collection - although I'm not sure my mum will be too happy seeing a billboard image of me in underwear again."
And it doesn't end there. Beckham is also working on another fragrance launch - Homme by David Beckham - which is working on alongside longtime business partner, Simon Fuller