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.

What To Read Next

  • Image on Highsnobiety

    Flop of the Week: Travis Scott's Cactus Jack x Dior Collab

    Culture
  • Image on Highsnobiety

    SKIMS' "Kimono" Controversy Helped the Brand Succeed, Says CEO Jens Grede

    Style
  • Image on Highsnobiety

    Abortion Misinformation Is Flooding TikTok

    Culture
  • Image on Highsnobiety

    Machine Gun Kelly's Pink Moment, Off-White™ x Church's Hole-y Shoes, Kim's SKKN Lawsuit

    Culture
  • Image on Highsnobiety

    Ahoy! Sailorcore Sets Sail for SS23

    Style
  • Image on Highsnobiety

    Denim Tears & CPFM Are Reclaiming July 4th

    Style
*If you submitted your e-mail address and placed an order, we may use your e-mail address to inform you regularly about similar products without prior explicit consent. You can object to the use of your e-mail address for this purpose at any time without incurring any costs other than the transmission costs according to the basic tariffs. Each newsletter contains an unsubscribe link. Alternatively, you can object to receiving the newsletter at any time by sending an e-mail to info@highsnobiety.com

Web Accessibility Statement

Titelmedia (Highsnobiety), is committed to facilitating and improving the accessibility and usability of its Website, www.highsnobiety.com. Titelmedia strives to ensure that its Website services and content are accessible to persons with disabilities including users of screen reader technology. To accomplish this, Titelmedia has engaged UsableNet Inc, a leading web accessibility consultant to help test, remediate and maintain our Website in-line with the Web Content Accessibility Guidelines (WCAG), which also bring the Website into conformance with the Americans with Disabilities Act of 1990.

Disclaimer

Please be aware that our efforts to maintain accessibility and usability are ongoing. While we strive to make the Website as accessible as possible some issues can be encountered by different assistive technology as the range of assistive technology is wide and varied.

Contact Us

If, at any time, you have specific questions or concerns about the accessibility of any particular webpage on this Website, please contact us at accessibility@highsnobiety.com, +49 (0)30 235 908 500. If you do encounter an accessibility issue, please be sure to specify the web page and nature of the issue in your email and/or phone call, and we will make all reasonable efforts to make that page or the information contained therein accessible for you.