H&M launches menswear clothing line using intelligent fabrics
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Sweden fashion retailer H&M launches an intelligent fabric this week, deploying fashion technology for menswear which keeps the wearer cool in the summer heat.
Called Coolmax, the intelligent fabric absorbs moisture and allows air to pass through.
“We see fabric innovation as pushing menswear forwards in new ways,” said Ross Lydon, head of menswear design at H&M. “Coolmax is our first collection that optimizes everyday clothing with high-performance materials. It is a segment of the market that we will continue to explore and focus on in the future.”
Coolmax fabric will be used in clothing such as polo shirts and crewneck T-shirts or jeans. The hero of the new Coolmax collection is a two-button tailored slim-lapel jacket, pictured at the top of the screen, which retails for €69.99. T-shirts are priced at €9.99 and polo shirts at €14.99.
Questions & Answers
Q.What is the primary function of H&M's new intelligent fabric?
What is the primary function of H&M's new intelligent fabric?
The new intelligent fabric, called Coolmax, is designed to keep the wearer cool in summer heat. It achieves this by absorbing moisture and allowing air to pass through the material.
Q.Which specific items of clothing will feature the new Coolmax fabric?
Which specific items of clothing will feature the new Coolmax fabric?
The Coolmax fabric will be used in clothing such as polo shirts, crewneck T-shirts, and jeans. The collection's key piece is a two-button tailored slim-lapel jacket.
Q.How much will the new Coolmax jacket cost?
How much will the new Coolmax jacket cost?
The hero item of the new Coolmax collection, a two-button tailored slim-lapel jacket, will retail for €69.99. T-shirts are priced at €9.99 and polo shirts at €14.99.
Q.What is H&M's long-term strategy for using intelligent fabrics in menswear?
What is H&M's long-term strategy for using intelligent fabrics in menswear?
H&M views fabric innovation as a way to advance menswear. They plan to continue exploring and focusing on high-performance materials like Coolmax in this market segment in the future.
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