H&M, a fast-fashion retailer, has announced a partnership to American lifestyle brand No Fear. The collection will feature skate-inspired streetwear that was co-created with The Skate Kitchen.
The collection includes 23 different garments including crop tops, sweatshirts and sweatshirts as well as varsity jackets, tracksuits, joggers and oversized t-shirts. Each item has graphic logos or illustrations. The line also includes accessories, including 11 pieces of beanies, scarves, scarves, and stickers.
The brand’s color palette is dominated by greens, khaki and black. It also features oversized fittings that bring back the iconic style of 90’s skate brand.
The collection is brought to life by a youthful campaign featuring The Skate Kitchen, an all-female skate team. The campaign is in line with the group’s stance on equality, inclusion, and aims to spread the message that fear can be overcome and turned into something positive.
“We are thrilled to collaborate with No Fear and partner with The Skate Kitchen for a confident, empowering line,” stated Emily Bjorkeheim (H&M’s Head of Design at Divided). “The silhouettes are balanced between oversized and tighter fittings, with a relaxed, unisex feel. Graphic logos and subtle varsity touches make the collection stand out. We hope young people all over the globe will take this message to heart. Write your own rules, don’t let fear stop you from achieving your goals.”
The H&M x No Fear collection will be available in-stores and online globally on October 14.