H&M collaborate with Brick Lane Bikes on urban cycling range + video

Highstreet clothing chain to offer 11 piece collection tested and approved by Brick Lane Bikes

by David Arthur   December 3, 2012  

High street clothing store H&M has announced a new cycle clothing range that works on and off the bike and has been tested and approved by fixie mecca Brick Lane Bikes.

The 11 piece collection will launch on 7 March 2013 and will be available in 180 stores worldwide, and online. The clothing will draw on vintage inspiration and modern sports performance and is designed to work as well off the bike as on it.

The idea to to a bike clothing collection came about because, “There were quite a few people in the menswear design team that were interested in bicycles and have used bikes for a long time,” said Petter Klusel, the H&M designer in charge of the project.

The team approached Brick Lane Bikes, a bike shop that has been around since 2006 and was one of the first specialist fixed gear bike stores that contributed to the growth in the fixed scene in London. They were pivotal in the design, style and functionality of the clothing and provided valuable feedback for the H&M designers.

Creative Director Chris Christodolo at Brick Lane Bikes (wonder how many bike shops have a creative director) said they were immediately drawn to it.

“A lot of us want to step of our bikes and still feel like ourselves without having to change out of our cycling gear.”

“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’ve been seeing a lot of new clothing brands in the past couple of years seeking to offer stylish and performance cycle clothing that can be worn as comfortably on the bike as off it. It will be interesting to take a closer look at H&M's offering and how it compares. And how well it is received.

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Going mainstream indeed. What's next, Marks and Spencer's overshoes?

If I could have, say, 6 bikes, would it stop me drooling over others that I don't have?

posted by notfastenough [2957 posts]
3rd December 2012 - 16:18

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I went through a "don,t want to look like a cyclist off the bike" phase, many years ago, I took to wearing a Been Bag (anyone remember them, from the same place as Phineass Fogg crisps)Goretex jacket and Rohan pants combo with hi viz velcro tape around the ankles. I have long since gone back to (most of the time) not being bothered by the strange looks one sometimes gets at a 64yrs old in Lycra. Smile

onward ever onward

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posted by bikecellar [224 posts]
3rd December 2012 - 16:30

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Bit of a shame they feature illegal brakeless fixies on the public road. It just panders to the preconceptions held by anti-cyclists.
Sad

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posted by andybwhite [176 posts]
3rd December 2012 - 16:50

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notfastenough wrote:
Going mainstream indeed. What's next, Marks and Spencer's overshoes?

Funnily enough, my wife bought me one of the best pairs of commuting gloves I ever had from M&S was it there On the Hill range… but you could only get 'em from their branch at Marble Arch

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posted by Tony Farrelly [4132 posts]
3rd December 2012 - 17:05

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Looks really interesting. Having gone through my lycra-clad commuting phase, I've come out the other side and now want practical yet stylish things to wear both on and off the bike (fuck, that really sounded like marketing speak, apologies). Levis commuter jeans are ace, actually. Been meaning to try on some of the Swrve jeans too.
Will definitely be checking this H&M stuff out when it lands.

posted by bashthebox [625 posts]
3rd December 2012 - 17:37

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Hopefully the range won't be too Nathan Barley given the Brick Lane Bikes involvement. Some of these fixie types transcend parody, so blithely insouciant is their bullshittery.

As noted above Levi's range is really nice, but presumably the H&M stuff will be a wee bit more competetively priced for low-wage scumbags like myself; let's hope they don't let form run away from function.

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posted by Ghedebrav [1032 posts]
3rd December 2012 - 18:19

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posted by joemmo [779 posts]
3rd December 2012 - 18:43

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Any comment on whether there'll be women's stuff too? Sounds like the lads in the design department have had a fine old time getting themselves some clobber but what about us girls? Here's hoping.......

Worth remembering that H&M are Scandinavian, the home of people looking "normal" on bikes.

posted by Leonie Jennings [298 posts]
3rd December 2012 - 19:03

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I think they may have blown the women's clothing budget on the extremely distracting underwear adverts that seem to be on every other bus stop on my route to work. None of it looks terribly practical for cycling.

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posted by joemmo [779 posts]
3rd December 2012 - 19:34

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Two attempts at that clip in the article and I can't get past half-way.
My father-in-law was riding fixed gear bikes in Yorkshire and the Lake District over 50 years ago..but that tw@t in the hat must know what he's talking about... Thinking

posted by headfirst [81 posts]
3rd December 2012 - 20:25

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"Used bikes for a long long time" He looks about 12 for Christsakes! And Brick Lane bikes has been around since way back in 2006.... Oooooo. AD I trust? I remember the days when the only bikes for sale on Brick lane were stolen.

I also remember the good old days when no one pretentious rode bikes and the few of us had the whole thing to ourselves without lots of silly prannies coming skidding past us on fixies with their floppy hair and skinny jeans on the way to talk BS in some design meeting over a mocacocafrappabloodychino as if they were in Italy living the dream - rather than sharing a flat in Bow with their mate Hugo and failing to score with Philippa at the weekend.

The youth of today. They won't be told. Angry

Angry Old Cycling Men. Dave. Weeknights at 10pm.

PS. Tony. Do read that comment about your commuting gloves from M&S again will you. Sigh.... Private Godfrey or what?

Silly me. You're probably right....

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posted by MercuryOne [1031 posts]
3rd December 2012 - 20:32

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hopefully my local store in Grenoble will stock some could be interesting

Cycled up Alpe d'Huez at least once each month since July 2008

http://www.morethan21bends.com
http://www.prompt.cc

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posted by gbzpto [78 posts]
3rd December 2012 - 20:57

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Second the Nathan Barley comment.

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posted by Crimea03 [11 posts]
3rd December 2012 - 21:12

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Mercuryone - Brilliant!

I can't wait until cycling is unfashionable again. Maybe get Clare Balding to do a feature on fixies in the city or get Cameron and Osbourne on pulling skids (or u-turns if you prefer Wink )

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posted by TheHatter [810 posts]
3rd December 2012 - 21:53

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A bike shop with a creative director? WTF!

posted by mikemorini [18 posts]
3rd December 2012 - 22:13

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I see they are deleting negative comments from the video. What a laugh

posted by euanlindsay [75 posts]
3rd December 2012 - 22:41

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That grey jacket in the main pic looks nice, though hardly practical if it really needs two people to do it up.

Noli porcum linguere

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posted by captain_slog [263 posts]
3rd December 2012 - 23:05

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Lost me when he said the s word. Am sick of hearing sustainable. Means nothing. Pure managementspeak bullshit bingo term.
I want a jacket made out of baby sealskin and puffin chicks. Ever seen one of them get wet?
And Creative Director my arse.

posted by Chrisc [138 posts]
4th December 2012 - 0:23

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Calling your own bike shop a Mecca makes you a bit of a cock doesn't it

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posted by op1983 [45 posts]
4th December 2012 - 8:54

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Riding a bike is about independence. It isn't about the environment or health.

posted by euanlindsay [75 posts]
4th December 2012 - 9:41

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euanlindsay wrote:
Riding a bike is about independence. It isn't about the environment or health.

You're wrong. It is about independence but it is about the environment and it is about health.

Environment and health aren't really the reasons for the majority of my riding but they will be for a lot of people amongst tons of other reasons.

Different people ride for different reasons and saying that riding is only about independence is just as bike snob as a shit lipped fixie hipster.

posted by farrell [1319 posts]
4th December 2012 - 9:50

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Some stomach churning cycling snobbery within the comments here. I cycle everyday but I'm loathed to call myself a 'cyclist' if it puts me in the same category as some of you lot. Surprise

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posted by hatchet harry [13 posts]
4th December 2012 - 10:26

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'East London was the birthplace of fixed gear cycling...' – yeah, right!

I guess that for the people that H&M are selling to, something dating back as far as 2006 represents history!

The samples on the rail looked okay and I guess that as it's H&M the prices won't be in Rapha territory.

posted by Campag_10 [153 posts]
4th December 2012 - 10:33

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Campag_10 wrote:
'East London was the birthplace of fixed gear cycling...' – yeah, right!

I guess that for the people that H&M are selling to, something dating back as far as 2006 represents history!

The samples on the rail looked okay and I guess that as it's H&M the prices won't be in Rapha territory.

Indeedy. That distant whirring you can hear is my Grandad, an avid fixed rider, spinning in his grave.

Though if they mean birthplace of fixed-gear riding... as a fashion/lifestyle accessory (in Britain), they're partially correct (though even there I suspect that the Moving Target messenger types would still take major issue with that assertion).

Why I'm letting myself be surprised at such nonsense spewing forth from a bike shop with a 'creative director' is another question altogether. Anyway, the clothes look quite nice.

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posted by Ghedebrav [1032 posts]
4th December 2012 - 14:12

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MercuryOne wrote:
I remember the days when the only bikes for sale on Brick lane were stolen.

Those days are still alive. Wandered up there the other week and next to a row of rusting knackered old BSOs was a shiny Boardman CX for £400...

Boardman CX Team '14 | Cannondale CAAD8 '12 (written off, SMIDSY) | Scott Sportster '08

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posted by Gizmo_ [764 posts]
4th December 2012 - 14:53

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Yeah, my dad rode a fixie and insisted I ride a single speed as a lad ('none of that fancy derailleur nonsense for you my lad!'. I can remember being given a lesson on how to tension the chain (and watch where I put my fingers).

posted by Campag_10 [153 posts]
4th December 2012 - 15:50

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I used to ride a fixie but now I don't, thats progress I guess.

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posted by boffo [29 posts]
4th December 2012 - 16:44

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joemmo wrote:
I think they may have blown the women's clothing budget on the extremely distracting underwear adverts that seem to be on every other bus stop on my route to work. None of it looks terribly practical for cycling.

Agreed, but I'd love to be there if they decide to trial it...

posted by Tjuice [106 posts]
5th December 2012 - 11:42

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If it is successful, does that mean that there will e lots of people wearing the same thing? "Ah I see you're a cyclist as well" came the voice from behind Berts left shoulder, Bert tried hard to work out how the stranger knew this, when it dawned on him that perhaps the stranger was referring to his lovely new H & M Cycling clothes that he was wearing.

tommy2p

posted by tommy2p [84 posts]
7th January 2013 - 1:45

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Well, I bought a shirt and a pair of blue trousers from this range, and they're holding up pretty well so far. Stylish enough, though clearly put together on a far tighter budget than the more robust Levi range. The troos in particular are worth tracking down; nice fair-weather casual riding wear.

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posted by Ghedebrav [1032 posts]
4th April 2013 - 19:33

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