H&M for Brick Lane Bikes: A men’s collection inspired by the urban cycling scene.
H&M is pleased to announce a men’s capsule collection with Brick Lane Bikes of East London, combining the function of cycling wear with great city style for both on and off the bike. The 11 piece collection has been designed by H&M and tested and approved by Brick Lane Bikes, one of the world’s leading custom bike specialists. Inspired by both vintage pieces and today’s sports performance, the collection is made from more sustainable materials as part of H&M’s Conscious work. The collection will be launched March 7, 2013 in approximately 180 stores worldwide, as well as online.
Founded in 2006, Brick Lane Bikes was the UK’s first fixed-gear bike store, specialising in custom-made bikes built in their on-site workshop. Brick Lane Bikes are now at the heart of East London’s cycling scene, making them the perfect team to test and approve this special cycling collection. Each piece has been designed to be worn on and off the bike, with functional details providing both performance and style. Materials used include organic cotton, recycled cotton and recycled polyester, meaning the collection is as sustainable as cycling itself.
“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,” says Feya Buchwald, founder of Brick Lane Bikes.
“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,” says Petter Klusell, designer at H&M.
There’s no stopping the force better known as H&M. Versace – check, AdR – check, MMM – check, Givenchy – Wishful thinking, and now Brick Lane Bikes, who would have thought in a million years this alliance would surface! If there’s one high-street brand out there actively in the limelight, hats off to H&M for keeping us on our toes.