(Courtesy H&M) H&M's new collaboration with Brick Lane Bikes
Over the past ten years, H&M has really pioneered the art of the designer collaboration—from Karl Lagerfeld to Comme des Garcons' Rei Kawakubo to Stella McCartney, they've worked with the best. Can you guess who the Swedish fast-fashion mega-retailer is partnering with next?
H&M announced today that come March 7th, shoppers around the world will be able to buy its latest designer collaboration—with London's Brick Lane Bikes, one of the world's most iconic custom-bike shops.
The 11-piece capsule collab will include pieces such as hi-tech water repellent outerwear and articulated blazers as well as vintage-inspired bike apparel—like jerseys and caps. And, to add gooder to good, the entire collection will be made from sustainable materials—in line with H&M's Conscious ethos.
"This collection captures the energy and excitement of Brick Lane Bikes, along with our respect for the traditions of cycling," said Brick Lane Bikes founder Feya Buchwald. "I love how tthe technical details become part of the look of each piece, while the colors bring cycling's heritage to life. I can't wait to see guys wearing these clothes as they ride the streets of the world."
Check out four of the key looks, right here. Cute guys on bikes! What could be better?