H&M’s new line was designed with input from Swedish Olympians.
The Swedish fashion giant is not going to be left in the blocks as sports and lifestyle clothing booms.
Perhaps it’s an obvious move, after the company announced this April that is would be dressing the Swedish Olympic and Paralympic teams at the upcoming 2014 Winter Games in Sochi, Russia and the Summer Games in Rio de Janeiro in 2016.
Yoga clothes and running jackets are part of H&M’s sporty new line.
Czech tennis star Tomás Berdych (currently ranked no. 7 in the world) also signed a deal earlier this year with H&M to become the first sports star to wear the label on court.
The line includes clothing and accessories for men, women and children.
In fact, the pieces were designed with special input from Swedish Olympians, including swimmer and Olympic medalist Therese Alshammar: “what we wear definitely makes a difference when we compete,” said Alshammar. “Our focus has been checking the pieces for fit and function, for performance and also comfort.”
The new, expanded line, which will be branded ‘H&M Sport,’ features a range of activewear and accessories for men, women and children. Products will include windproof and water-repellent running jackets; warm-up tops and trousers; comfortable yoga clothes; tennis outfits, and warm outdoor fleeces. There are plenty of technical fabrics and some fun colorful finishes including a minimalist camo print.