Fashion cycle: Bike brand road tests H&M range

London – H&M is working with East London’s Brick Lane Bikes on a men’s collection that combines urban style with functionality for cyclists.

The collaboration is an asymmetric one. Brick Lane Bikes, a staple of London’s fixed-gear bike community, has a large distribution network, but only one dedicated store. In contrast, H&M is the world’s second-largest clothing retailer.

Fixed-gear bikes are not new to East London, but the partnership enables H&M to tap directly into street culture to bring it to a wider public. When the collection is launched in March 2013, it will be on sale in 180 H&M stores worldwide, as well as online.

Brick Lane Bikes tested and provided feedback on the clothes, which are made from sustainable materials such as organic cotton, recycled cotton and recycled polyester.

For more on brand partnerships, read our Symbiotic Branding macrotrend.