H&M’s Studio collection is turning its attention to the guys for fall.
The Swedish retailer, which has been producing the line of key seasonal pieces for three years, will introduce its first Studio collection for men for fall, focusing in on “modern uniforms for the modern urbanite,” according to Andreas Lowenstam, head of men’s design. Calling it “modern, masculine and quality driven,” he said the men’s Studio collection “is about an elevated, intuitive style that takes an updated look at men’s wear classics.” For this collection, the heavy overcoats are among his favorite pieces. “We wanted to create a collection that focused on the perfect coat,” he said.
Sustainability is also an important part of the collection and the retailer sought materials that added value to the product. “For this collection, we have worked with recycled wool for some of the pants, some of the jackets and some of the coats,” he said.
Lowenstam said H&M Studio started with women’s wear, and has been expanded to men’s and children’s. In fact, the retailer has shown the women’s collection during Paris Fashion Week since 2013.
The limited-edition collection is created by a design team of about 10 people within H&M and encompasses what the company believes are the “key looks and statement pieces” of the season.
“All our concepts are working with the customer in mind when designing and analyzing current fashion,” said Lowenstam. “With the Studio Collection, it is even more important to create a statement on the latest fashion for the early adopters and for the customers who expect to find the latest products, qualities and silhouettes at H&M.”
He said “smaller, limited-edition collections” such as Studio “work best in stores in larger cities.” This line will be available in about 110 stores globally, as well as online later this month.
The collection will range in price from $24.99 for basics to $299 for coats made from recycled wool. The pricing is comparable to the H&M core collection.
While Lowenstam declined to provide a percentage figure, he said H&M’s men’s business “continues to grow in retail and it is a main focus for H&M.”