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New-look Kent & Curwen readies London flagship store

British heritage menswear brand Kent & Curwen is readying the launch of a new flagship store in London next year, as it unveils the first collection under its new direction.

The 90-year-old brand launched its new ecommerce platform this weekend led by creative director Daniel Kearns and co-owner David Beckham.

Kearns joined the 90-year-old brand in February with a CV that boasts stints as menswear design director at Yves Saint Laurent and Alexander McQueen, while Beckham acquired a stake in the business in September 2015.

The new-look Kent & Curwen launched on Mr Porter last week and is poised to debut in Selfridges for spring 17.

It was established in 1926 by Eric Kent and Dorothy Curwen, who first started supplying ties to Oxford and Cambridge universities and later moved into knitwear and blazers. In 1982 the firm registered its brand trademark as the iconic Three Lions logo and became the official UK apparel licensee for Wimbledon.

It is currently majority-owned by Hong Kong-based Trinity Limited, which is a member of the Fung Group and manages menswear brands Cerruti 1881 and Gieves & Hawkes, as well as operating D’Urban under a long-term licence in Greater China.

The 25-piece collection includes rugby shirts priced at £200, T-shirts at £150 and a military wool overcoat at £1,200.

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