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
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.