Surf’s Up–Swedish style heads towards the coast in H&M’s new Nordsurf collection. The collection inspired by the cool water surfers of Nordsurf features organic cotton and recycled polyester. The sporty range places some inventive twists on old classics with subdued colors and bold prints being on display. Nordsurf promises to provide a sporty twist on the usual beach goer garb, with simplistic designs that are chic and functional. Nordsurf echoes the aesthetic of their activewear collection, emphasizing comfort and form while experimenting with printed designs and clever layering. The beach bum style of faded board shorts and ratty band shirts has been replaced with a sporty and relaxed vibe for the impending summer.