H&M extends its line of offerings with a new line H&M Sport, an activewear line that will hit selected stores worldwide starting with the first days of January, just in time for putting those ‘get fit’ New Year’s resolutions into practice. The new H&M activewear 2014 line will feature items for men, women and children. How is this different from the options it brought before?
The new line was designed using input from members of the Swedish Olympic team, with a strong focus on fit and performance, without neglecting style, according to Ann-Sofie Johansson, creative head of design at H&M. “Sport and fitness is becoming an increasingly important part of all of our lifestyles, and the new H&M Sport is there to help you look and feel great.”, the designer said.
The new H&M Sport line will feature sports bras, running separates, yoga wear, windproof and water-repellent jackets, tennis shorts and other pieces suited for outdoor activities.
The new H&M Sport line features both fab neutral pieces and vibrant toned ones which can add a cool contrast to any look. After all, getting to wear something we feel good in can be a great incentive to work out, and the fast-fashion retailer definitely knows it well. In the press release for the new H&M Sport line, the label underlined once again that both style and functionality were top priorities when designing the new line, referring particularly to the women’s line: “Functionality and comfort are key to the design, such as the different support offered by three types of sports bra, while colours run from black, white and greys to hot pink.”
The label has always been perceptive when it comes to customers’ needs, which leads us to believe that the new line will never fail to impress. Moreover, we’re quite confident that the label won’t repeat the mistakes of Lululemon representatives of alienating customers by implying sheer yoga pants are not a manufacturing problem but a result of having thighs that rub together.