H&M Proposes a Cool Summer with its New Fabric Tech Fashions

The Fashionisto

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Published May 20, 2020

Kamui Tanaka dons a crisp white shirt that uses H&M's Coolmax fabric technology. Pin
Kamui Tanaka dons a crisp white H&M shirt that uses Coolmax fabric technology.

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.”

Related: Robin & Zhang Don Linen Layers for H&M

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.

H&M Men Summer 2020 Coolmax Fashions

Reuniting with H&M for summer, Kamui Tanaka models a polo shirt from the brand's Coolmax range.Pin
Reuniting with H&M for summer, Kamui Tanaka models a polo shirt from the brand’s Coolmax range.
Hitting the studio, Kamui Tanaka stays cool in fashions from H&M's Coolmax range.Pin
Hitting the studio, Kamui Tanaka stays cool in fashions from H&M’s Coolmax range.
Model Kamui Tanaka showcases breathable suiting from H&M's Coolmax summer range.Pin
Model Kamui Tanaka showcases breathable suiting from H&M’s Coolmax summer range.
Playing it casual, Kamui Tanaka sports a cotton tee from H&M's Coolmax summer range.Pin
Playing it casual, Kamui Tanaka sports a cotton tee from H&M’s Coolmax summer range.
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