Double Tap to Zoom
1 / 9

Swedish fashion powerhouse H&M and its streetwear concept branch Divided have dropped a gritty new collection in celebration of subcultures and music.

The new H&M Divided range honors the development of streetwear into new subcultural and musical territory. Shot in a raw East London environment, the collection and lookbook showcase streetwear’s adoption of a rock ’n’ roll attitude by tracing its relationship with hip-hop, grunge, metal, and indie.

This latest collection signifies Divided's evolution and what has become the concept's signature aesthetic. We got hold of it for an in-house shoot (above) and paired it with some of our favorite high-end and streetwear brands right now—including Kenzo, Supreme and Maison Kitsune—to really highlight its street-worthy credentials.

Key designs include plaid trousers, a tailored plaid coat, stone-washed denim, fuzzy cardigans, an oversized denim Sherpa jacket, and black boots. Embodying the overall theme, there are pieces adorned with the distinct trademarks of legendary bands such as Misfits, Nirvana and Joy Division.

Shop the latest H&M Divided collection now at H&M stores or hm.com.

  • Director & PhotographyJames Pearson-Howes
  • D.O.PTim Spicer
  • StylingAtip W
  • EditorReuben Jay
  • Casting DirectorSarah Bunter & @Buntercasting
  • GroomingAndjelka Matic using Kiehls
  • Photo AssistantGlauco Canalis & Joseph Mathiszig-Lee
  • Styling AssistantSophie Casha
  • ModelsLee and Clint (@twinlife17)
  • ModelsLouis @ Wilhelmina
  • Other Brands FeaturedKenzo, Maison Miharayasuhiro, Supreme, Phoebe English, Cords & Co, Nike, Reebok Classics, Vans & Maison Kitsune
We Recommend
  • In Betweens by H&M Lets the Models Run The Show
  • H&M Touches Down At London Fashion Week
  • Summer Is Here And The Pool Is Open With H&M’s Hôtel Hennes
  • H&M's Latest Edition By Collection Is All About Progressive Individuality
What To Read Next
  • adidas’ Zipped Golf Mule Is Ready for Life Off the Course
  • Nike’s Air Max 1000 Sneaker Is a Futuristic Blank Slate
  • Nike’s Crocodile Air Max 95 Sneaker Leaves the Swamp
  • It Helps That Toe Shoes Look Cool Now
  • New Balance’s Soccer-Skate Crossover Has No Business Looking This Good
  • Vans’ Waterproof Trail Sneaker Goes Green for the Better