In 2015, David Beckham became Brand Ambassador and Creative Head of designer clothing brand Kent and Curwen. The match between the football celebrity and the gentleman’s tailor may at first seem strange, until you learn some of the history of this famous British brand.
While the ties and clothing made by this famous British brand may have belonged to the officers and cricket clubs of traditional England, figures like Mick Jagger and Paul Weller made the brand more popular.
Now that David Beckham is on board the brand, the fashion house’s latest line is sure to make its mark in the fashion world. It is the perfect combination of the traditional and the modern.
The synergy between David Beckham and the old traditional British fashion brand runs deeper than the Three Lions logo that the England football team and the brand share; it is also a sporting tradition match.
Founded in 1926 by Eric Kent and Dorothy Curwen, the fashion label began life as a small tie maker in Saville Row, but by 1929 had already grown into a tie supplier for Oxford and Cambridge universities. .
By 1930 the Kent and Curwen ties were worn by officers of all regiments in the British Army and by boys in several of the major public schools. In 1932, the brand expanded its activities by purchasing a knitwear factory and began manufacturing cricket jumpers.
The 1930s also saw the brand’s first adventure with the stars, when they struck a deal to supply the Hollywood Cricket Club, a club that included Laurence Olivier, Errol Flynn, Aubrey Smith and Basil Rathbone.
The Hollywood Cricket Club was just the start. In the 1940s, a legion of Hollywood stars began wearing ties with the label and the Palm Springs Racquet Club also chose the tie maker to make their club ties, which added David Niven, Bob Hope and Cary Grant on the list of celebrities who could be seen sporting Kent and Curwen ties.
The brand continued to grow in the 1950s and 1960s and its association with celebrities continued to grow. In addition to supplying ties to over 29,000 clubs, they have also expanded their line of blazers and knitwear.
In the late 1960s and 1970s, the style of clothing made by the designer began to become fashionable and people ranging from Michael Caine to Paul Weller and Mick Jagger began to wear regatta jackets and similar traditional items.
1972, in particular, was a turning point for the fashion label, when they were outfitters for the English and Australian teams for the 1972 Ashes and which began a relationship with the England cricket team that lasted twenty years. .
In the 1980s, the label gained visibility by supplying the wardrobe for the hit movie Chariots of Fire. In 1982, they registered their iconic Three Lions logo as a brand, and the brand also became the official clothing dealer for the Wimbledon Championships.
David Beckham has been a menswear influencer for the past few decades and his partnership with Kent and Curwen will ensure he continues to be. Looks like the match between the soccer star and the traditional menswear brand could really be a perfect match after all.