Leading UK modelling agency Models Direct was excited to hear news this week of a men’s capsule collection from H&M (Hennes & Mauritz AB) in association with Brick Lane Bikes of East London. The 11 piece range combines the function of cycling wear with great city style for both on and off the bike.
It has been designed by H&M and tested and approved by Brick Lane Bikes – and reviewers at Models Direct love the vintage-meets-modern-sport inspired pieces. We are also pleased to hear that the collection is made from more sustainable materials as part of H&M’s Conscious eco-friendly project!
A press release sent out by Swedish multinational clothing company H&M said: “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 also style. Materials used include organic cotton, recycled cotton and recycled polyester, meaning the collection is as sustainable as cycling itself.”
And it sounds like a the two companies are very happy with the mutual association.
“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.
Petter Klusell, designer at H&M responds: “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.” Fashion bloggers at Models Direct agree.
The range will be launched on March 7, 2013 in around 180 stores worldwide, as well as online, so look out for it!