At the event, he disclosed the reason behind choosing the number “99” -- as it marks the year in which he married Victoria, their son Brooklyn was born, and Manchester United won the treble.
In a statement on Tuesday morning, he said, “I’m so excited to finally share House 99 with everyone around the world! For me, grooming is not only about how you look, but how you feel. It’s about being comfortable, trying new things and shaping your next look."
He added, “I created House 99 to give people the inspiration as well as the right products to experiment and feel completely at home doing so. House 99 is here to support men, to give them the tools they need to create whatever look they are going for.”