Some 800,000 packs of cards will be placed in Comfort Flex Fit boxer briefs.
The collection will be centered around tailored clothing but will include two pieces of complementary sportswear as well.
David Thörewik of H&M’s Weekday division, has been named chief executive officer.
The brand will highlight its hero products from the past seven decades including the button-down shirt.
Made-to-measure sales are outpacing off-the-rack.
Called Kane 11, the direct-to-consumer site will launch on Nov. 11.
The London brand has signed a licensing agreement with Delta Galil to produce men’s underwear, loungewear and thermal wear.