H&M ESSENTIALS - a collection, timelessly designed

The H&M ESSENTIALS concept is based on the idea of long-lasting fashion and manifests itself in a collection of timeless, carefully designed designs made from high-quality materials. Styles that you can return to again and again and which form the basis for a lasting and always contemporary wardrobe.

Thanks to the long-term style platform, garments such as T-shirts, jeans and shirts will always be available to menswear customers and a slower trend cycle comes to the fore.

The selected menswear styles will be available in stores and on hm.com from 20 October 2022.

We start with everyday must-haves like the

• the structured coat,
• the T-shirt,
• the hoodie,
• the sweatshirt,
• the shirt,
• the oxford shirt,
• the jeans,
• the light knitted jumper and
• the heavy knitted jumper,
• the blazer,
• the trousers and
• chinos.

All garments are made from durable, high-quality materials, including more sustainable materials such as recycled Melton wool and recycled polyester. The colour palette is a mix of timeless neutral tones and selected seasonal colours.

To offer more transparency around the collection, H&M is introducing a series called "The Making", which will look behind the scenes and tell the story of the design process, development, styling, materials and creatives behind the garments. In addition, selected styles from the collection will be tagged with a unique digital ID developed by technology start-up EON.

When scanned with a mobile device, the digital ID directs customers to an inspiring and informative microsite where they can learn more, order or re-purchase the garment. Together, The Making and Digital ID give customers more opportunities to deepen their relationship with the garments they wear every day, and provide an even better reason to care for, repair and recycle them. Longevity and circularity can only be achieved when a brand and its customers work together.