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A new, or rather revamped, men’s wear brand to watch is a collaboration between soccer star David Beckham and experienced creative director Daniel Kearns called Kent & Curwen. The 91-year-old British sportswear label now focuses on bringing a modern edge to heritage styles. In the UK, the name is more familiar as Kearns claims that it invented classic pieces like the cricket sweater, rugby shirt and regatta stripes.

 

Beckham, who is part-owner of Kent & Curwen, will be the face of the campaign (for the first few seasons at least), bringing his edgier appeal to the once-preppy brand. The key to its success will be tapping into those heritage designs through a fresh lens.

 

Like prince + pete's take on cool socks for men, Kent & Curwen is on the move to prove that men’s wear labels can reinvent the classics to become a new force in men’s fashion.

 

Kent & Curwen is now available in the US, exclusively at Saks 5th Avenue.

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