Posted Monday 3rd December 2012 –
In another move that highlights that cycling is becoming ever more mainstream, the fashion store, H&M have today announced that they are planning to launch a collection of cycling inspired clothing. Developed in association with Brick Lane Bikes of East London the 11 piece collection has been designed by H&M and tested and approved by Brick Lane Bikes and is said to be inspired by both vintage pieces and today’s sports performance. The collection will be launched on March 7, 2013 in around 180 stores worldwide, as well as online.
Founded in 2006, Brick Lane Bikes was the UK’s first fixed-gear bike store, specialising 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.