Urban cycling, from the fixie scene to bikes-as-alternative-transportation continues to be a growing sportswear market among males and females. From Levi’s latest bike collection, to the originators, Outlier, to the latest KickStarter initiatives creating women’s apparel, urban cycling, the and styling fashion and accessories that comes with this emerging lifestyle, are taking center stage. This time, it’s with a unique collection with fast-fashion giant, H&M and London’s East End cycle hipsters, Brick Lane Bikes.
Right on the heels of their masstige collaboration with Maison Martin Margiela, and latest reports from the Global Sustainable Textiles Market Report that reports that H&M is indeed the largest manufacturer of organic cotton in the world, comes the news yesterday, December 3, 2012, of their latest collaboration.
This men’s capsule collection with Brick Lane Bikes of East London, combines the function of cycling wear with great city style for both on and off the bike. The 11 piece collection has been designed by H&M and tested and approved by Brick Lane Bikes, one of the world’s leading custom-bike specialists. Inspired by both vintage pieces and today’s sports performance, the collection is made from more sustainable materials as part of H&M’s Conscious work.
The collection will be launched on March 7, 2013 in around 180 stores worldwide, as well as online.
As for Brick Lane Bikes, it was founded in 2006, and has become the UK’s first fixed-gear bike store, specializing in custom-made bikes built in their on-site workshop. Brick Lane Bikes are now at the heart of East London’s cycling scene, making them the perfect team to test and approve this special cycling collection. Each piece has been designed to be worn on and off the bike, with functional details providing both performance and also style. Materials used include organic cotton, recycled cotton and recycled polyester, meaning the collection is as sustainable as cycling itself.
“We are extremely excited about the H&M for Brick Lane Bikes collection. Working with H&M to create clothing that mixes cycling with urban fashion is the perfect fit for us. It is exactly what we are about, and what we do best,” says Feya Buchwald, founder of Brick Lane Bikes.
“We are thrilled to be making this collection with Brick Lane Bikes. Cycling is a global phenomenon, with so many men choosing to cycle both to commute and for pleasure. This men’s collection has all the utility and function riders need, combined with a great sense of style,” says Petter Klusell, designer at H&M.
Here’s more from their latest video release.
