H&M for Brick Lane Bikes: A men’s collection inspired by the urban cycling scene
H&M is pleased to announce a men’s capsule collection with Brick Lane Bikes of East London, combining the function of cycling wear with great city style for both on and off the bike. The 11 piece collection has been designed by H&M and tested and approved by Brick Lane Bikes, one of the world’s leading custom-bike specialists. Inspired by both vintage pieces and today’s sports performance, the collection is made from more sustainable materials as part of H&M’s Conscious work. The collection will be launched on March 7, 2013 in around 180 stores worldwide, as well as online.
Founded in 2006, Brick Lane Bikes was the UK’s first fixed-gear bike store, specialising 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. 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.
“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 thrilled 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.
For more information please contact:
Kristina Stenvinkel
Head of Communications
Telephone: +46 8 796 39 08
E-mail: stenvinkel@hm.com
Camilla Emilsson Falk
Head of Media Relations
Telephone: +46 8 796 39 95
E-mail: camilla.emilsson-falk@hm.com
H & M Hennes & Mauritz AB (publ) was founded in Sweden in 1947 and is quoted on NASDAQ OMX Stockholm. The company’s business concept is to offer fashion and quality at the best price. In addition to H&M, the group includes the brands COS, Monki, Weekday and Cheap Monday as well as H&M Home. The H&M Group has more than 2,700 stores in 48 markets including franchise markets. In 2011, sales including VAT were SEK 128,810 million and the number of employees was more than 94,000. For further information, visit www.hm.com.
