Swedish fast fashion brand H&M has been putting in a lot of efforts to innovate and fulfill the needs of their consumers.
Their latest innovation in the field of textiles has been to create a new fabric technology meant to keep men cool along with looking dapper. Not only this, but they’re also launching a womenswear collection made entirely from sustainably sourced and recycled materials.
Launching on 28 May, the men’s collection will be made from ‘Coolmax’ a technical fabric that wicks moisture, keeping the body cool and dry, which is optimal for the summer months.
Amalgamating effortless style with supreme function, the garments from the collection ‘give a fresh update to menswear classics’.
The key to Coolmax lies in its weave that allows air to pass through and move the moisture to the surface. Being a technical fabric, i.e., an advancement in the fabric itself, these properties do not wear off with multiple washes, giving designers at the brand a chance to create the sharpest looking pieces for the hottest summer days.
June is slated for the launch of the sustainable womenswear collection which is another step towards the brand’s goal of using only recycled and sustainably sourced materials by 2030.