London Fashion Week has long been an event to help find a new style for British manhood. For the past two decades, David Beckham has been the poster boy given his mainstream masculinity. Kent & Curwen, a brand that was recently brought back to life on Savile Row in 1926, has been a partner of David Beckham since 2015 when he became an owner.
Kent & Curwen worked with photographer Perry Ogden, who photographed the book Pony Kids. He posted his images along the walls of its autumn/winter 2018 collection. The images were shown in the new store on Floral Street, and while the images seem a bit odd for a menswear brand, they worked well with Beckham’s type of pedigree. Beckham is a man with some grit behind him.
The brand’s new direction is different from their first impression with Beckham, one which was more suited for Savile Row. The clothes that were designed by creative director Daniel Kearns had a college feel with striped knitwear, duffel coats and checked jackets. The new look is one that suits Beckham now more than ever. There are bomber jackets and t-shirts with “no guts, no glory” written on them. Other repeated motifs on the pieces included the rose and the three lions crest.
Beckham praised Ogden’s experience, way of shooting talented kids and accurately portraying them in pictures:
“That’s what the brand is about. It’s very multi-generational. I can go in the store and find something great and my 15- or 18-year-old kid can go in the store and find something great.”
Beckham believes his contribution is significant, especially in Asia where Kent & Curwen have stores including 100 in China alone. “I think what I bring to this is I am very British, I did wear the three lions for 15 years,” said Beckham. “Having the relationship in Asia that I have, the popularity that I have, it helps.”