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

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.

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.

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

'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.

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.

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

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

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.

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

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

A bike shop with a creative director? WTF!

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 )

Second the Nathan Barley comment.

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

"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 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?

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...

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.

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.

I am reminded of this:
http://www.youtube.com/watch?v=lVmmYMwFj1I

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.

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.

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

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.

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