What happens after streetwear? Athleisure, apparently. Last night, the doors of Berlin dance space Uferstudios opened to over 150 guests, to welcome in H&M’s latest athleisure collection. A celebration of street style, Berlin provided the perfect backdrop for the debut of the no-frills collection, which draws on the key elements of streetwear, without over-complication. Made up of hoodies, cargo pants, puffer vests and outerwear, H&M’s latest athleisure offerings hark back to the brand’s Swedish roots in an ode to stylish simplicity.
It’s safe to say athleisure is having a moment, and H&M’s head menswear designer Ross Lydon surely knows it. “Traditional borders between street, casual and sportswear have become increasingly blurred,” he explains. “The Desire for practical comfort has led to a gradual casualisation of the male wardrobe.” It’s exactly why H&M athleisure was made to appeal to the modern man. “We wanted to design a collection for the guy interested in urban street wear with a technical, functional and sporty attitude, who wants to be quipped for anything in a modern landscape.”
The evening was soundtracked by none other than rap artist Kelvyn Colt, who made a surprise appearance after a storming breakdance performance by Netherlands crew, The Ruggeds, whose performer Rico features in the campaign. “Both he and The Ruggeds encompass the whole attitude that this collection is about—style with a twist, relaxed yet stylish.”
If you missed it, you can check out what went down at H&M’s athleisure launch below!
The H&M Mens’ athleisure line is available in selected stores worldwide and online from 6 February.