copyright © josh milton 2017
No time to explain, get on! H&M's latest collaboration is quite literally taking to the streets.
With the end of the London 2012 Olympics, its influence receded, the public conformed back to their lives with the euphoria of gold over. But the battle for gold had only just begun. Shaun Samson, Calvin Klein and Alexander Wang showcased their collections with the high street not long behind. Sports luxe was a bit of an odd trend, as typically associated with leisure or workout wear, how would such a style - on the extremity of the casual spectrum - be acclimated into our clothing. H&M begs to differ.
Having successfully collaborated with some of the most respected and widely known designers in the fashion industry, including the eidolon likes of Maison Martin Margiela, Versace, Marni and Lanvin, H&M are now set and ready to release the men's capsule collection with a certain street in London town.
Having previously released a collection of gym attire, it appears that H&M are now going full à bloc into the world of fixed gear cycling and other physical calamities. But unlike the sheer ugliness of those Reebok tracksuits stuffed into your drawers, the pieces combine functionality with city style; tailored to look good on and off the bike.
“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,”
To push the 11 piece collection to its limits, the wears were arduously tested by Brick Lane Bikes - London's very own mecca of custom bike specialists. And bicycle fanatics can rest easy as, being part of their more green outlook, the collection is highlighted by its sustainable materials, such as organic and recycled cotton.
But the question on everybody's *ahem* handlebars is considering the Stockhalm giant's couture filled past, why collaborate with such a small independence store?
"They [Brick Lane Bikes] haven't been around for such a long time but they are a legend already in the fixed gear culture," says Petter Klusell, one of H&M'S key designers.
The collection will ride into 180 stores worldwide on March 7, as well as online .