If all styles are part of the Swedish giant H&M’s offerings, there is one category where the mega-brand has not yet dug deeper: sportswear. This gap is about to be corrected since the brand has just launched its new range called “H&M Move”, with the mission to democratize sportswear, whatever the activity you practice.
With “move” as the watchword, H&M’s new range includes a variety of “movewear” essentials including functional tops, lightweight jackets, items specifically designed for training and running as well as a series of tracksuits featuring logo and reflective details. In line with its commitment to make its apparel manufacturing cleaner and more environmentally friendly, the brand is committed to ensuring that all materials used are 100% recycled, or sourced in a more sustainable way by 2030. For example, 85% of the first drop of this new line is recycled and all cotton used is sustainably sourced. In the future, the brand will partner with innovative start-ups, such as Fairbrics and LanzaTech, to find tomorrow’s synthetic fibers to help fight climate change.
The Swedish giant is also innovating in the identification of materials, via specific labels sewn onto each garment, to help the user in his or her purchasing choice: “DryMove” for the material’s breathability and moisture wicking, “ShapeMove” for better support when lifting and stretching, “SoftMove” for softness and extra support during movement, and “StormMove” for protection against the vagaries of the weather.
To launch the “H&M Move” campaign, the Swedish giant enlisted the help of fitness icon Jane Fonda and acclaimed choreographer JaQuel Knight. The launch campaign sees Jane reprise her role as a workout instructor and invite the world to move. JaQuel joins her in guiding this cross-generational workout, celebrating all forms of movement, from the highly skilful to joyfully playful.
“H&M Move is a movement brand. We’re here to celebrate movement and invite the world to move. Removing barriers to sport is very much at the heart of our purpose, starting with democratising sports apparel. We provide a wide range of movewear across several categories that are stylish, functional, and incredible value for our customers. Combined with our passion to get everybody and every body moving, together with our Movers Jane Fonda and JaQuel Knight, we are truly inspired for the journey ahead of us,” said Simon Brown, General Manager H&M Move.
“I’ve spent a lot of my own life getting people to move and was naturally drawn to the mission of H&M Move to get the whole world moving, I also really liked their philosophy of ‘movewear’ over ‘sportswear.’ To me, it’s not about sports or being the most athletic. It’s about giving your body the kind of movement it needs to stay healthy so it can take care of you,” spoke Oscar-winning actress, activist and fitness icon Jane Fonda.
“H&M Move” is already available on hm.com and in all the brand’s outlets.