H&M | Men's Collection "H&M for BRICK LANE BIKES" Featuring More Sustainable Materials to Launch March 7th

H&M

A Men's Collection Made with More Sustainable Materials

"H&M for BRICK LANE BIKES" Launches March 7

The urban cycling collection for men, "H&M for Brick Lane Bikes," a collaboration with East London's Brick Lane Bikes, will be available from Thursday, March 7th, in approximately 180 stores worldwide. In Japan, it will be released in select stores (H&M SHIBUYA, H&M SHINJUKU, H&M EBISUBASHI 2, H&M Nagoya Matsuzakaya, H&M TENJIN).

Text by KAJII Makoto (OPENERS)

A Men's Collection Inspired by Urban Cycling

"H&M for Brick Lane Bikes" is a collection that fuses the functionality of cycling wear with urban style, perfect for both on and off the bike. The line features 11 items, all of which have been tested and approved by Brick Lane Bikes, the world-renowned custom bicycle specialists.

The collection utilizes organic cotton, recycled cotton, and recycled polyester, highlighting a commitment to sustainability that aligns with its cycling theme.

Fia Backlund, founder of Brick Lane Bikes – the first shop in the UK to handle fixed-gear bicycles and specialize in on-site custom builds – commented, "We are thrilled to launch H&M for Brick Lane Bikes. The concept of collaborating with H&M to create clothing that merges urban fashion and cycling is a perfect fit for us. It's exactly what we aim for and what we do."

Petter Krusell, an H&M designer, added, "Cycling has become a global phenomenon, and today many men choose cycling for both commuting and recreation. This men's collection offers all the practicality and functionality a cyclist needs, combined with a high level of fashion."

Each item is designed for optimal functionality and considers layering, offering perfect coordination ideas for cycling in the coming season.

H&M Hennes & Mauritz Japan
Tel. 03-5456-7070
www.hm.com/jp