For the Beckhams, fashion design is in the jeans. [Badum-ching!] Victoria Beckham's clothing line is a hit with shoppers and critics alike -- now her dashing footballer husband David is launching his own brand that includes a mens "bodywear" line and a new fragrance.

I'm not sure exactly what a bodywear line is but considering that promotion of it entails David posing in his underwear again, I'll take it. Meanwhile, Homme, his third fragrance, is a collaboration with new licensing partner Coty Inc. and will start stinking up stores in September.

To go along with all this newness is a new logo designed by Alashdair Willis, also known as Stella McCartney's husband and founder of Announcement Creative. The hole stamped into the end of the name is supposed to represent a soccer ball...or a viewfinder which, as WWD explains, "can spotlight a product detail or visual flourish on various marketing materials." Okay.

At 36, Beckham is nearing retirement age and branding himself is a deliberate attempt to ensure a future for himself and his ever-expanding brood long after the  announcer stops shouting "GOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOL!"

"David and I have a number of ambitious and exciting ideas in development across a broad range of categories," says Simon Fuller, David's manager who is also the mastermind behind American Idol and a little group known as The Spice Girls. "The next 10 years will see David evolve into being recognized, not just as an iconic sports figure, but also as an important entrepreneur.

As long as he's in his underwear, I'll recognize him. Ladies, am I right? [WWD]