Global phenomenon

Fashion house H&M Hennes & Mauritz AB will enter the cycling gear market with a limited men’s collection of 11 pieces. The line has been designed in close cooperation with Brick Lane Bikes of East London, combining the function of cycling wear with great city style for both on and off the bike. H&M Hennes & Mauritz will enter the cycling gear market with a limited men’s collection of 11 pieces. Brick Lane Bikes tested an approved the H&M collection. The designs were inspired by both vintage pieces and today’s sports performance and the collection is made from more sustainable materials as part of H&M’s Conscious work. The collection will be launched on 7th March 2013 in approximately 180 stores worldwide, as well as online. Founded in 2006, Brick Lane Bikes was the UK’s first fixed-gear bike store, specializing in custom-made bikes built in their on-site workshop.  Each piece has been designed to be worn on and off the bike, with functional details providing both performance and also style. H&M concludes with Velo Mondial's all along objective:  Cycling has become a global phenomenon, and now it is becoming glamorous!