H&M Move debuts in 2,500 stores
04/08/2022
As of May 31, the flagship H&M brand operated 4,157 stores in 76 markets. It sells online in 56 markets.
By celebrating movement, as opposed to more traditional sporting pursuits, H&M Move celebrates a more accessible vision of sports, it said.
The brand’s initial offer extends to functional tops, lightweight jackets, leggings and bras across the men’s, women’s and childrenswear categories. Each article has been produced from one of four “exclusive” materials: moisture-wicking DryMove, supportive ShapeMove, extra-soft SoftMove and StormMove, which is described as breathable, yet protective against wind and rain.
Nearly 85% of all materials used in H&M Move’s assortment have been made using recycled or more sustainably sourced fibres, according to the company, with 99% of all polyester in the collection being recycled. All cotton used has been “more sustainably sourced”. Additionally, the physical fruits of partnerships with US biotech firm LanzaTech and French start-up Fairbrics, centred around “innovative materials of the future”, are expected to reach the market in 2023.
“Removing barriers to sport is very much at the heart of our purpose, starting with democratising sports apparel. We provide a wide range of movewear across several categories that are stylish, functional and [offer] incredible value to our customers,” commented general manager at the new brand, Simon Brown.
H&M Move launched on August 4, accompanied by a global exercise campaign fronted by actress, activist and fitness enthusiast Jane Fonda and choreographer JaQuel Knight.
Image: H&M Move.
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