H&M is focusing heavily on the materials that go into its collections with the announcement of “new fabric technology that helps men stay cool when they’re looking sharp”. It’s also launching a new womenswear collection next month made from “recycled and sustainably-sourced materials”.
The menswear launches on May 28 and features Coolmax, a technical fabric “that takes moisture away from the body, keeping the wearer cool and dry”. It’s being used “for key summer styles that capture the new smartness in menswear, as well as a selection of wardrobe-essentials. It’s about effortless style with the supreme function”.
The company said the pieces “give a fresh update to menswear classics, maxing on sharp personal style with a relaxed summer attitude”.
“We see fabric innovation as pushing menswear forwards in new ways,” said Head of Menswear Design Ross Lydon. “Coolmax is our first collection that optimizes everyday clothing with high-performance materials. It is a segment of the market that we will continue to explore and focus on in the future”.
The key to Coolmax is in the weave of the fabric, with fabric cross-sections “that both move moisture to the surface and allow air to pass through”. It’s a technical advance that’s part of the fabric, so it’ll keep working after every wash. “For the menswear design team at H&M, it’s a fresh chance to design pieces with a smart style, even for the hottest days of the year,” we’re told.
The tech allows it to be applied to a number of different garment types so the offer includes polo shirts with a circular zipper pull at the neck and ribbed collar with stripe detail; tailored joggers with a pleat front to keep their sharp line; crew-neck T-shirts; and a two-button tailored slim-lapel jacket.
Meanwhile, the company will early next month to launch a dress collection made from recycled and sustainably sourced materials. It said this is “yet another step towards the goal to only use recycled and sustainably sourced materials by 2030 and to make sustainable clothing available to everyone”.
The materials include organic cotton, Tencel and recycled polyester, and pieces in blends are made from at least 50% sustainably sourced materials.
Included are dresses ranging from mini to maxi with a focus on “contrasting smocking with voluminous movement”. They’ll be available worldwide both in selected stores and via the firm’s websites.