Press release


This summer, H&M introduces new fabric technology that helps men stay cool when they’re looking sharp. COOLMAX® is a technical fabric that takes moisture away from the body, keeping the wearer cool and dry. At H&M, COOLMAX® will be used for key summer styles that capture the new smartness in menswear, as well as a selection of wardrobe essentials. It’s about effortless style with supreme function. Available from May 28th.

20 May, 2020 09:00 CEST

This is men’s style at its most functional: H&M’s pieces using COOLMAX® fabric are the answer to dressing for the heat every day of the week. It’s a collection of pieces that give a fresh update to menswear classics, maxing on sharp personal style with a relaxed summer attitude.

“We see fabric innovation as pushing menswear forwards in new ways. 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,”

Ross Lydon, Head of Menswear Design at H&M

The key to COOLMAX® is in the weave of the fabric itself, with fabric cross-sections that both moves moisture to the surface and allows air to pass through. It’s a technical advance that’s part of the fabric, so it’ll keep working after every wash. For the menswear design team at H&M, it’s a fresh chance to design pieces with smart style, even for the hottest days of the year.

COOLMAX® fabric can be used in so many different ways. Polo shirts have a circular zipper pull at the neck and ribbed collar with stripe detail: they look perfect with tailored joggers with a pleat front to keep their sharp line. There’s also crewneck T-shirts, all in versatile shades like navy and beige.

Tailoring is the essential trend in menswear right now, and H&M’s two-button tailored slim-lapel jacket made with COOLMAX® fabric is the sharpest look for summer. For a fully tailored look, try it with slim-fit tailored trousers, with an elasticated waste to give a modern edge.

As well as these pieces that give this effortlessly smart personal style, there’s also pieces for when it’s time to relax in the heat of the summer, like faded denim jeans made with COOLMAX® technology, as well as white crewneck T-shirts and tanks. Finish off with some wardrobe staples: square-cut trunks and mesh sneaker socks.

For more images, please visit H&M Image Gallery

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