Fashion retailer H&M has today announced the upcoming launch of a men‘s capsule collection with bicycle store Brick Lane Bikes.
Designed by the Swedish retailer, the 11-piece collection is made from sustainable materials, in keeping with principles outlined within H&M‘s Conscious project, which seeks to ensure that all business operations are run in an economically, socially and environmentally sustainable way.
East London outfit Brick Lane Bikes was founded in 2006 and creates custom-based bikes built within its on-site workshop and the range was tested and approved by the team who checked functionality to verify that the designs aided performance while remaining stylish.
Feya Buchwald, founder of Brick Lane Bikes, said of the collaboration:“ We are extremely excited about the H&M for Brick Lane Bikes collection.
“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.”
Last week, bike specialist Evans Cycles announced that multi-Gold medallist Sir Chris Hoy has developed a range of bikes which will be available online and in stores, capitalising on the growing popularity of the sport following notable British successes throughout the cycling season and during London 2012.
Launching on March 7th 2013, H&M‘s collection will be available in 180 stores worldwide as well as online.
H&M has long been known for its penchant for collaboration and earlier this year launched ranges by Martin Margiela and Versace, though it is hoped that its foray into specialist sportswear will strengthen its broad offering.
Petter Klusell, Designer at H&M, said: ““We are thrilled to be making this collection with Brick Lane Bikes.
“Cycling is a global phenomenon, with so many men choosing to cycle both to commute and for pleasure.
“This men‘s collection has all the utility and function riders need, combined with a great sense of style.”