Hennes & Mauritz Launches Men’s Cycling Wear
STOCKHOLM. Sweden – Fashion house H&M Hennes & Mauritz AB will enter the cycling gear market with a limited men’s collection of 11 pieces. The line has been designed in close cooperation with Brick Lane Bikes of East London, combining the function of cycling wear with great city style for both on and off the bike.
Brick Lane Bikes tested an approved the H&M collection. The designs were inspired by both vintage pieces and today’s sports performance and the collection is made from more sustainable materials as part of H&M’s Conscious work. The collection will be launched on 7th March 2013 in approximately 180 stores worldwide, as well as online.
Performance and style
Founded in 2006, Brick Lane Bikes was the UK’s first fixed-gear bike store, specializing in custom-made bikes built in their on-site workshop. “Brick Lane Bikes are now at the heart of East London’s cycling scene, making them the perfect team to test and approve this special cycling collection”, said Petter Klusell, designer at H&M.
Each piece has been designed to be worn on and off the bike, with functional details providing both performance and also style. Materials used include organic cotton, recycled cotton and recycled polyester, meaning the collection is as sustainable as cycling itself.
“Cycling is a global phenomenon”
“We are extremely excited about the H&M for Brick Lane Bikes collection. Working with H&M to create clothing that mixes cycling with urban fashion is the perfect fit for us. It is exactly what we are about, and what we do best,” says Feya Buchwald, founder of Brick Lane Bikes.
“We are excited to be making this collection with Brick Lane Bikes. Cycling is a global phenomenon, with so many men choosing to cycle both to commute and for pleasure. This men’s collection has all the utility and function riders need, combined with a great sense of style,” says Petter Klusell, designer at H&M.