After having presented numerous high profile collaborations (David Beckham, Isabel Marant, Maison Martin Margiela, Brick Lane Bikes) over the years, Swedish fast-fashion retailer H&M has decided to go into its own vaults for inspiration of the new “Mauritz Archive Collection.”
“Those of a certain age will remember the days when the brand was referred to as just ‘Hennes’ or ‘Hennes Mauritz,’ a simpler time when words were said in full. Heading further into the past, founded in the late 1940s, the origins of the Swedish retail giant are in part found in ‘Mauritz Widforss’, a men’s outdoor clothing store which took its cue from American activewear of the time. Situated next door to the Hennes store in Västerås, womenswear only at this point, in need of more space and as a way into the men’s market, H took over M and the rest is history.”
With the new “Mauritz Archive Collection,” H&M celebrates its own history, while also delivering product to the heritage market, which was previously not really targeted by the brand at all. Using fabrics such as British Millerain waxed cotton and Abraham Moon & Sons wool, the collection is clearly positioned above the H&M mainline.
Take a further look over at Selectism.