Tuesday, February 12, 2013
H&M x Brick Lane Bikes
H&M, the retailer that has almost single handedly spawned an entire market for designer collaborations has recently partnered up again but has collaborated in a very different sort of partnership. H&M is launching a men's capsule collection in collaboration with Brick Lane Bikes, one of the world's leading custom-bike specialists to create a men's capsule collection that is full of the spirit of urban cycling today. Each piece from the collection is carefully crafted with the technical elements that the rider will need for better cycling with a very smart style that can be worn off the bike as well. The 11 piece capsule collection includes water repellent but breathable rider jackets and articulated blazers to vintage-inspired bike jerseys and caps made entirely from more sustainable materials as part of H&M's Conscious work, the collection will be available in around 180 stores worldwide on March 7, 2013.
"H&M for Brick Lane Bikes brings together the fashion, function and heritage of cycling. Each piece has been designed so it can be all day, inspired by the vibrant colors and expertise which make Brick Lane Bikes so unique. It's great that they've tested every single piece around the streets of London, so we know the collection really works,"
says Petter Klusell, Menswear designer at H&M.
"This collection captures the energy and excitement of Brick Lane Bikes, along with our respect for the traditions of cycling. I love how the technical details become part of the look of each piece, while the colors bring cycling's heritage to life. I can't wait to see guys wearing these clothes as they ride the streets of the world," says Feya Buchwald, founder of Brick Lane Bikes.
Thoughtful details like water repellent and breathable material, with ventilation holes under the sleeves and taped seams make sure that the garments are functional. The rider jacket is cut longer at the back, with a back pocket and straps inside the jacket so it can be worn as a backpack. Materials used throughout the collection include organic cotton, recycled polyester and recycled wool, making the collection as sustainable as it is functional, and fashionable.