H&M is charting a new direction for its collaborations as it previews a cyclist-inspired collection for Brick Lane Bikes. The East London-based cycle shop is as authentic as it gets, and its collaboration with the fast-fashion monolith will provide cyclists with functional gear that looks cool on or off their bikes. From the brief glimpse, the collection appears to contain breathable waterproof garments with thoughtfully placed pockets, comfortable yet durable chinos, and an array of plaid shirts. Not only was the collection's focus on durability, but also the use of sustainable fabrics to assure a healthier planet. The collection will launch on March 7, 2013, at approximately 180 stores worldwide.
[via H&M]
