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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 & Photography: James Pearson-Howes
  • D.O.P: Tim Spicer
  • Styling: Atip W
  • Editor: Reuben Jay
  • Casting Director: Sarah Bunter & @Buntercasting
  • Grooming: Andjelka Matic using Kiehls
  • Photo Assistant: Glauco Canalis & Joseph Mathiszig-Lee
  • Styling Assistant: Sophie Casha
  • Models: Lee and Clint (@twinlife17)
  • Models: Louis @ Wilhelmina
  • Other Brands Featured: Kenzo, Maison Miharayasuhiro, Supreme, Phoebe English, Cords & Co, Nike, Reebok Classics, Vans & Maison Kitsune
Words by Aaron Howes
Branded Content Editor