Retail news :H&M Releases Urban Cycling Apparel Collection

Swedish clothing company Hennes & Mauritz AB (H&M) has partnered with East London’s Brick Lane Bikes, the United Kingdom’s first fixed-gear bike store, to create an 11-piece menswear collection designed for urban cyclists.

Inspired by silhouettes of yore and contemporary sports performance, the range will feature sustainable materials—organic cotton, recycled cotton, and recycled polyester, among them—under the auspices of H&M’s “Conscious” label.

“We are extremely excited about the H&M for Brick Lane Bikes collection,” says Feya Buchwald, founder of Brick Lane Bikes, in a press release. “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.”

The collection has “all the utility and function riders need, combined with a great sense of style, says H&M.

Peter Klussell, a designer at H&M, describes the collection as one with “all the utility and function riders need, combined with a great sense of style.” “We are thrilled to be making this collection with Brick Lane Bikes,” he adds. “Cycling is a global phenomenon, with so many men choosing to cycle both to commute and for pleasure.”

The H&M for Brick Lane Bikes collection will debut on March 7, 2013, both online and in 180 stores worldwide.

( SportsOneSource Media )