This summer, H&M introduces new fabric technology that helps men stay cool when they’re looking sharp.(Coolmax) is a technical fabric that takes moisture away from the body, keeping the wearer cool and dry. At H&M, coolmax will be essential for summer as capture the new smartness in menswear, as well as a selection of wardrobe essentials. It’s about effortless style with supreme function.
“We see fabric innovation as pushing menswear forwards in new ways. 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,”
Stated by Ross Lydon, Head of Menswear Design at H&M
The key to Coolmax is in the weave of the fabric itself, with fabric cross-sections that both moves moisture to the surface and allows air to pass through. It’s a technical advance that’s part of the fabric, so it’ll keep working after every wash. For the menswear design team at H&M, it’s a fresh chance to design pieces with smart style, even for the hottest days of the year.
Coolmax fabric can be used in so many different ways. Polo shirts have a circular zipper pull at the neck and ribbed collar with stripe detail: they look perfect with tailored joggers with a pleat front to keep their sharp line. There’s also crewneck T-shirts, all in versatile shades like navy and beige.
Tailoring is the essential trend in menswear right now, and H&M’s two-button tailored slim-lapel jacket made with Coolmax fabric is the sharpest look for summer. For a fully tailored look, try it with slim-fit tailored trousers, with an elasticated waste to give a modern edge.
As well as these pieces that give this effortlessly smart personal style, there’s also pieces for when it’s time to relax in the heat of the summer, like faded denim jeans made with Coolmax technology, as well as white crewneck T-shirts and tanks. Finish off with some wardrobe staples: square-cut trunks and mesh sneaker socks.
The tech allows it to be applied to a number of different garment types so the offer includes polo shirts with a circular zipper pull at the neck and ribbed collar with stripe detail; tailored joggers with a pleat front to keep their sharp line; crew-neck T-shirts; and a two-button tailored slim-lapel jacket.
Coolmax can also be essential with it’s use in joggers having a woven fabric with elastication and a concealed drawstring at the waist, a fake fly, zipped side pockets and jetted back pockets. Legs with creases and sewn-in turn-ups at the hems. Containing also a unique, soft, comfortable and fast-drying polyester fibre that efficiently wicks moisture while regulating temperature. Slim Fit that is close-fitting at the thighs, knees and ankles are made to create a fitted silhouette.
The company lastly also aims to launch early next month launch a dress collection made from recycled and sustainably sourced materials. It said this is “yet another step towards the goal to only use recycled and sustainably sourced materials by 2030 and to make sustainable clothing available to everyone”.