Hosted together with INDIE magazine, the launch event took place at Uferstudios, a training centre for contemporary dance. Guests were treated to a performance by The Ruggeds, a breakdance group from the Netherlands – member Rico stars in the campaign – and DJs. There was also a surprise performance by rap artist Kelvyn Colt to cap off the memorable evening.
“We’re proud to be launching the H&M men's Athleisure collection in Berlin, a city known for its street style and underground vibe. Traditional borders between casual, sports and streetwear have become increasingly permeable and this capsule collection draws cues from all three with a technical, functional and sporty attitude"
Ross Lydon, Head of Menswear Design at H&M
The H&M Athleisure collection, which features a range of outerwear, tops, bottoms and accessories for men, will be available in selected stores worldwide as well as online from 6 February. Key items include a black shirt-style jacket in nylon with patch pockets to the front and matching cargo trousers, a black lightweight puffer vest, matching hoodie and joggers with ticker-tape style inserts down the legs and along the arms, and a hooded anorak with side zip pockets and a kangaroo pocket to the front.
The campaign for the H&M Athleisure collection stars a strong cast of streetwise personalities, including professional freerunner athletes, break-dancers, and a martial arts professional.