H&M finds a way to keep us both cool and stylish this summer. The Swedish brand delivers a new range of clothing that features Coolmax technology. It “takes moisture away from the body, keeping the wearer cool and dry.” Ross Lydon, Head of Menswear Design at H&M, explains, “We see fabric innovation as pushing menswear forwards in new ways.”
Lydon continues, “COOLMAX® is our first collection that optimizes everyday clothing with high-performance materials. It is a segment of the market that we will continue to explore and focus on in the future.” The smart lineup includes everything from slim tailoring to faded jeans and comfortable t-shirts. You can purchase the range, beginning May 28, 2020.