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David Beckham for H,[link widoczny dla zalogowanych]
The very first pictures of David Beckham's underwear range for that Swedish fashion chain H - reputedly the earth's second largest clothes retailer - were unveiled this week. The pants look rather fine. There are trunks,[link widoczny dla zalogowanych], boxers and briefs in black, grey or white. The label is discreet - not Calvin Klein-ishly in-your-face and waist-wide but small,[link widoczny dla zalogowanych], square and positioned just south from the navel.
David Beckham reveals his H underwear range
The number is referred to as bodywear, rather than underwear,[link widoczny dla zalogowanych], because it includes pyjama bottoms, wifebeater vests,[link widoczny dla zalogowanych],[link widoczny dla zalogowanych], long johns and T-shirts,[link widoczny dla zalogowanych],[link widoczny dla zalogowanych], all of which also look perfectly nice pleasingly plain.
Beckham said: "We stayed working on the feeling, fit and elegance to guarantee the product is not only something I'd wear but the one that I'd be proud to put my name to. I always want to challenge myself and this was this type of rewarding experience for me."
See more male sports stars within their underwear
Once the Beckham-named items go on sale next month in 1,800 stores worldwide,[link widoczny dla zalogowanych], from Columbia to Saudi Arabia, it will mark the latest stage within the evolution of sportsmen as sellers of underpants. The pioneer from the phenomenon is the 1980s tennis ace Bjorn Borg,[link widoczny dla zalogowanych], who pay his headband aged 25 to begin a clothing business which has since developed into an incredibly popular (particularly in Sweden and Australia) manufacturer of camp,[link widoczny dla zalogowanych], migraine-inducing colourful pants. Yet although his name was always about the waistband,[link widoczny dla zalogowanych], his torso never graced the advertising billboards.
When, in 2007, Giorgio Armani signed Beckham for Emporio Armani Underwear, sales soared and fashion houses started frenziedly recruiting sports stars. Footballers were first choice. Calvin Klein featured Freddie Ljungberg,[link widoczny dla zalogowanych], Roberto Cavalli went for David Villa,[link widoczny dla zalogowanych], Armani replaced Beckham with Cristiano Ronaldo and Dolce Gabbana signed up (then stripped down) the Italy football squad. Rugby players (New Zealand's Dan Carter for Jockey),[link widoczny dla zalogowanych],[link widoczny dla zalogowanych], tennis players (Spain's Rafael Nadal for Emporio Armani) and cricketers (Australia's Michael Clarke for an excellent pant-makers called Bonds) all joined the underwear gold-rush.
Beckham said of his range: "I hope that H male customers will be as excited like me." But the theory is that these campaigns possess a powerful impact on both genders. Men,[link widoczny dla zalogowanych], even fashion-averse men,[link widoczny dla zalogowanych],[link widoczny dla zalogowanych], are lured into underpant-contemplation due to the model's reassuringly masculine sporting prowess. And as the comments below Vogue's online Beckham bodywear coverage suggest ("OMG",[link widoczny dla zalogowanych], "He's so hot,[link widoczny dla zalogowanych], "I could scream", "Pick self up off floor" etc, etc) some women - including those,[link widoczny dla zalogowanych],[link widoczny dla zalogowanych], presumably,[link widoczny dla zalogowanych], who are inclined to buy their partners' pants - take a keen interest,[link widoczny dla zalogowanych], too.