H&M's next big thing is their upcoming men’s capsule collection collaboration with Brick Lane Bikes of East London, combining the function of cycling wear with great city style for both on and off the bike. Did you see the movie Premium Rush? All I can relate to about cycling is that movie and pretty much how cool to watch Joseph Gordon-Levitt ride.
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.
“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. You can watch more in the video below.
I don't know how to bike, and I don't know much about Brick Lane Bikes. But I'm excited for this since my boyfriend is such a huge fan of the cycling phenomenon and finally there's a fashion angle to it for me to talk about. And to all the rest, looks like becoming fashionable on your fixie just got a whole lot easier. Anyway, the collection will be launched on 7th March 2013 in approximately 180 stores worldwide, as well as online.
Image courtesy of H&M.