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H&M goes unisex with Denim United launch later this month


H&M is to launch the fast-fashion retail giant’s first-ever unisex denim collection. Denim United will be available exclusively online on March 23.

The his ‘n’ hers collection is designed to “blur borders and challenge norms”, borrowing both materials and silhouettes from one another.

“The result is a sustainable, modern collection for everyone,” said H&M.

The retailer said the oversized silhouettes and casual mix and match pieces “create an effortless style” with workwear jackets, overalls, and slouchy shorts, all in a range of washes including pinstripe denim and a dark wash.

The denim pieces combined with high neck T-shirts or the oversized hoody “make for the quintessential normcore look”, it added.

The pieces, made from sustainable fabrics, including recycled cotton are priced $19.99-$49.99.

“It is very natural for us to launch a unisex collection as fashion is constantly evolving and intersecting and today we see there are no boundaries in democratic style. Fashion should always be inclusive,” said H&M spokeswoman Marybeth Schmitt.

The retailer also said the collection continues its work towards a “more sustainable fashion future and closing the loop on fashion”.

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