Friday, 7 February 2020

H&M launches men's athleisure collection in Berlin

More than 200 international guests were invited to attend the global launch of H&M’s new men’s athleisure collection in Berlin on 5 February. The event was held at Uferstudios in Berlin-Wedding.

“We’re proud to be launching the H&M men's’ Athleisure collection in Berlin, a city known for its street style and underground vibe. Traditional borders between casual, sports and streetwear have become increasingly permeable and this capsule collection draws cues from all three with a technical, functional and sporty attitude,” said Ross Lydon, head of menswear design at H&M.

Guests included influencers and talents such as Mefyou, Chris Curtis, Dimitris Kyrsanidis and Chery Yvesmark, and attendees were treated to various performances from Berlin DJs Nomi and Melis, rapper Kelvyn Colt and Dutch breakdance crew The Ruggeds. Performance artist Rico Coker also fronts the campaign for the collection, alongside a strong cast of streetwise personalities, including professional freerunning athletes, break-dancers, and a martial arts professional. 

The athleisure collection spans outerwear, tops, bottoms, and accessories for men. Hero pieces include a black shirt-style jacket in nylon with patch pockets at the front and matching cargo trousers, a black lightweight puffer vest, matching hoodie and joggers with ticker-tape style inserts down the legs and along the arms, and an anorak.

Sportswear elements such as big pockets, mesh, and waterproof and windproof fabrics give the collection an urban and practical edge. The colour palette of black, white, grey and khaki is punctuated with reflective details.

The H&M men’s athleisure collection is available in its stores as well as online.

In the year ended November, the fashion group posted an 11% increase in pre-tax profit to 17.4 billion Swedish crowns (€1.64 billion). Sales at the group also rose by 11% year-on-year, reaching almost 233 billion Swedish crowns (€21.9 billion).

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