H&M have decided to put a little more elbow grease into their menswear line, focusing on a premium range that will be at thirty stores worldwide. Although no mention is made of COS in the article, it’s likely that the success of their upscale big brother has led them to the conclusion that men will gladly pay more for higher quality.
According to head of men’s design Ann-Sofie Johansson, the collection will focus on daring pieces like jumpsuits, fake fur coats and pieces with clever detailing. The collection will be available in Austria, Belgium, Canada, Hong Kong, Denmark, France, Germany, Italy, Japan, The Netherlands, Spain, Sweden, Switzerland, United Kingdom and United States from mid September. Via Brandish.tv