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H&M introduces men's long johns – as pants

Retailer's collection pays homage to former outdoor gear company Mauritz Widforss.

By Joy Jernigan - MSN Living Editor Sep 3, 2013 5:39PM

H&M's Maurtiz Archive menswear collectionH&M on Tuesday launched a new line of men’s long underwear – to be worn as pants.

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The $39.95 revitalized long johns are part of the Swedish retailer’s new “Mauritz Archive” menswear collection. The line gives a nod to former outdoor gear company Mauritz Widforss, one of H&M’s predecessor companies, Bloomberg reports.

The collection also includes a $59.95 jacquard sweater based on a pattern from an old Mauritz Widforss catalog.

The retailer is “slowly edging away from their usual mainstream offering, which is seen by many men as boring, lacking personality and uninspiring,” Craig Landale, founder of U.K. blog Menswear Style, told Bloomberg.

The new items will be sold in 250 H&M stores and online beginning Sept. 19.

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It’s all part of H&M’s broader push into menswear in an attempt to boost sales.

Earlier this year, the retailer teamed up with Britain’s Brick Lane Bikes to create a line of cycling clothing, and the company also carries a bodywear collection that bears the name of former soccer star-turned-model David Beckham ($34.95 for a three-pack of briefs).

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Last month, H&M launched its online store in the United States.

The retailer on Tuesday also announced plans to open a menswear-only store in Stockholm in 2014. Currently, H&M has about 30 men’s stores in eight markets.

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Photo: Mauritz Archive collection (Courtesy of H&M)

35Comments
Sep 4, 2013 2:06PM
Sep 4, 2013 1:57PM
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Terrific, fat bastards have been doing this for years anyway. I like it better without the pee stains. Walmart patrons rejoice..you are now
 cutting edge.
Sep 4, 2013 1:41PM
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In the eighties, Madonna started the trend for girls to wear their underwear on the outside, then we had males wearing pants that hung so low that what they wore underneath (boxers or briefs) was exposed.  I prefer this long john trend over those other trends, at least they offer the wearer some coverage.
Sep 4, 2013 1:36PM
Sep 4, 2013 1:01PM
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looks ready for the asylum to me. maybe the I'm out of work look and don't expect to find any is what the intent is.
Sep 4, 2013 12:54PM
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They are called "sweatpants"...nothing new here..what are they thinking?
Sep 4, 2013 12:53PM
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Wow, that dude looks like a crack head... A wealthy one but still a crack head. Who looks like that? Really... Who looks like that? I just threw up in my mouth a little bit.
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