H&M introduces men's long johns – as pants
Retailer's collection pays homage to former outdoor gear company Mauritz Widforss.
H&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).
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.More from The Men's Department
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Photo: Mauritz Archive collection (Courtesy of H&M)