High Street Brands Branching Into Sportswear

BATD ON Mar 26, 2013 AT 11:01 am

Last summer, to coincide with the Olympic Games, H&M launched its very first line of sportswear, which I can personally attest (I own and continue to exercise in a number of their sports-bras and tie-dye print vests) were not just brilliantly designed, but also workout-worthy. They also opened two stand alone H&M Sports stores in the capital, one in Covent Garden and the other in Westfield’s Statford City.

H&M Sportswear Collection

So popular was the initiative that the high-street store fast-fashion store has plans to deploy a full sports concept next year – it currently sells around 30 pieces of womens’ workout wear and the H&M for Brick Lane Bikes line which is aimed at fashion-conscious city-cyclists.

“The line will be significantly vaster than it is today and will consist of clothing and accessories specially developed with functional materials that cab be used for a multitude of sporting activities” said, Karl Johan Persson, CEO of the group.

H&M is not the only high street brand to be branching into sportswear collections. Competitors Mango and Zara have also announced plans to segue into the world of fashionable sportswear, with lines also set to launch in 2014.


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