Timeless design. high quality. Fits perfectly. These are the key components that make up the H&M ESSENTIALS collection of high-end wardrobe clips. It’s about slowing down. Create garments that stand the test of time. Clothing with a story to tell. Clothes you want to keep forever. A selection of men’s styles will be available in stores and online on October 20.
The H&M ESSENTIALS concept is based on the idea of fashionable longevity, embodied in a series of enduring, professionally tailored designs made of high-quality materials. The pieces you’ll return to time and time again form the foundation of a wardrobe that’s long-lasting and always up-to-date. By creating an enduring style platform for menswear customers, apparel such as T-shirts, jeans and shirts will always be available. It also shifted some of H&M’s business model to a slower trend cycle.
“The men’s design team really studied classic menswear pieces and focused meticulously on the components and details needed to create this timeless yet modern collection. I’m excited to continue working with and elevating the concept further over time,” says Ross Lydon, Head of Menswear Design at H&M.
At launch, the collection will feature a total of 12 individually numbered styles, and will not contain more than 20 unique products at any one time. Start with everyday essentials like tailored coats, t-shirts, hoodies, sweatshirts, oxford shirts, dress shirts, jeans, light knit sweaters, heavy knit sweaters, blazers, pants and chinos. All products are made from durable, high-quality materials, including more sustainable materials such as recycled Melton wool and recycled polyester. The palette mixes classic neutrals with a selection of seasonal shades.
To make the collection more transparent, H&M has launched a behind-the-scenes collection called “The Making”, which talks about the design process, development, styling, materials and creativity behind the garments. Additionally, select garments from the collection will carry unique digital IDs created by tech startup EON. When scanned from a mobile device, the digital ID directs customers to an inspiring and informative microsite to learn more, buy or repurchase clothing. Together, The Making and Digital ID will provide customers with more ways to deepen their relationship with the clothes they wear every day, giving them more reasons to maintain, repair and recycle them. Longevity and circularity can only be achieved when a brand and its customers work together.
