H&M Launches New CHIMI Collab

H&M has announced a collaboration with Stockholm-based eyewear brand CHIMI for a summer menswear collection. The CHIMI x H&M collection, which became exclusively available on the H&M website earlier this month, marks CHIMI’s first venture into menswear, after gaining success among the Insta-generation for their “inclusive, fun, progressive” sunglasses designs, in the words of Creative Director and Co-Founder Charlie Lindström.

“We’ve always admired CHIMI for their vibrant spirit, versatility and eye for colour so it’s fantastic that we could join forces to collaborate on this capsule collection. It feels great to offer our customers both iconic eyewear and clothes in this range, but mostly to introduce a little happiness through fashion and colour during this extraordinary time,” said Ross Lydon, Head of Menswear Design at H&M in an official statement.

Both collaborators pride themselves on the fashion-forward quality of the collection, with “each piece in the collection [putting] a twist on an iconic item, from our signature sunglasses to bowling shirts”, according to Charlie Lindström and CHIMI’s Commercial Director Jonas Löhr.

The collection is comprised of three unique styles of sunglasses as well as relaxed resort pieces and accessories, all using CHIMI’s signature pastel and black colour choices. “We believe colour is the most powerful form of communication. Colours have a beautiful way of causing reactions and setting a mood,” said Löhr.

“With this H&M collaboration, we wanted to encourage people to see beauty in places around them, creating good summer memories in a joyous way. In these peculiar times, we thought this positive message could give an extra spark to people’s lives,” added Lindström and Löhr.

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