H&M, the Swedish fast-fashion giant, has recently announced the launch of Denim United, a unisex denim collection, available exclusively online at hm.com shortly. Denim United treats his and her clothing as equals, blurring the borders and challenging the prescribed norms of what is considered feminine and what looks masculine. Traditional style is the guiding principle and silhouettes and materials are used interchangeably for men’s wear and women’s wear. The result is a sustainable, modern collection for everyone.
“It is very natural for us to launch a unisex collection as fashion is constantly evolving and intersecting and today we see there are no boundaries in democratic style. Fashion should always be inclusive,” says Marybeth Schmitt, H&M Spokesperson.
Denim United will feature oversized silhouettes and casual mix and match pieces which creates an effortless style with work wear jackets, overalls, and slouchy shorts, all in a range of washes ,including pinstripe denim and dark wash. The denim pieces combined with high neck t-shirts or the oversized hoody make for the quintessential normcore look . Prices range from USD 19.99 to USD 49.99.
With this collection H&M is continuing their work towards a more sustainable fashion future and closing the loop on fashion. The garments in the Denim United collection are all made with more sustainable materials such as organic cotton and recycled cotton.H&M introduced its first sustainable collection in 2010.
H & M Hennes & Mauritz AB (publ) was founded in Sweden in 1947 and is quoted on Nasdaq Stockholm. H&M’s business idea is to offer fashion and quality at the best price in a sustainable way. In addition to H&M, the group includes the brands & Other Stories, Cheap Monday, COS, Monki and Weekday as well as H&M Home. The H&M group has more than 4,300 stores in 64 markets including franchise markets. In 2016, sales including VAT were SEK approximately 223 billion. The number of employees amounts to more than 161,000.
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