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Hugo Boss has appointed Daniel Kearns as Head of Design for BOSS BY BECKHAM, reuniting the menswear designer with David Beckham after their earlier collaboration at Kent & Curwen.
Based in London, Kearns will oversee collection creation and design, alongside merchandising and branding, from initial concept through to execution. He will work closely with Beckham, with his first collection scheduled for AW27.
The appointment gives BOSS BY BECKHAM dedicated creative leadership as Hugo Boss develops its multi-year partnership with the former England footballer. The multi-year Beckham collaboration was announced in May 2024 and covers capsule and seasonal collections spanning formal and casual menswear.
David Beckham with Boss CEO Daniel Grieder
A dedicated London team
Daniel Kearns
Beckham said Kearns’s arrival marked the next phase of his work with BOSS, supported by a dedicated team in London.
“Having known Daniel for some time, I’ve seen firsthand how his attention to detail and talent will be a great fit as we develop each collection,” Beckham said.
Beckham’s relationship with BOSS has expanded from ambassadorial and modelling work into product design. He appeared in the brand’s AW24 campaign and subsequently fronted BOSS ONE Bodywear before launching his first co-designed SS25 collection in April 2025.
That collection combined tailoring and elevated casualwear, including knitwear, outerwear, denim and accessories. It also introduced an exclusive signature cut for its tailored pieces.
Kearns and Beckham worked together at Kent & Curwen
Kearns previously led creative direction at British heritage menswear brand Kent & Curwen, while Beckham was involved in its relaunch. Beckham joined the business in 2015 and participated in product design, store design and campaigns before ending his involvement in 2020.
Kearns and Beckham during their time at Kent & Curwen
The pair’s work at Kent & Curwen included collections influenced by Peaky Blinders and The Stone Roses. Kearns later returned to the brand as Chief Creative Officer, also holding the same position at Cerruti 1881.
His wider menswear experience includes positions at Alexander McQueen, John Galliano, Yves Saint Laurent and Gucci, with a background spanning tailoring and contemporary luxury menswear.
Kearns said: “I have known David for many years and always admired his approach to design, style and curation. I am very much looking forward to working with him and the team at BOSS to bring the joint vision and David’s personal style to life.”
The appointment comes as Hugo Boss is subject to a takeover bid from British retail group Frasers. Frasers has been amassing shares in the German giant and currently owns nearly 38% of its shares. It has tabled a €38-a-share takeover offer which has been cleared by regulators in Germany, making the offer “unconditional”. The Boss board, however, has urged shareholders to reject the deal.