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The H&M Group’s vast clothing empire just got a little bit vast-er. Joining COS, & Other Stories, Weekday, Monki, Cheap Monday ARKET is basically a high-end version of H&M itself, and specializes in functional, premium men’s and womenswear based off archival wardrobe staples.

“ARKET’s mission is to demoratise quality through widely accessible, well-made, durable products, designed to be used and love for a long time” states the new brand’s press release.

Included in the retailer’s debut collection are 2-in-1 jackets, selvedge denim and travel luggage, with a bucketload of anyone-could-wear-it wardrobe staples. ARKET will launch with a flagship store on London’s Regent Street, with prices ranging from £19 for a T-shirt (around $25) to £250 ($330) for a 2-in-1 parka.

Check out a selection of pieces from ARKET’s debut menswear collection, which launches at the London store on August 25, with future european flagships in the works.

The ARKET online store launches August 25 as well, but you can sign up online and pre-shop from August 23.

Check out Reigning Champ’s latest collection of quality staples while you’re at it.

Words by Alec Leach
Digital Fashion Editor

Alec Leach grew up in Brighton, England, but now lives in Berlin, where he leads Highsnobiety's digital fashion content.

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