Rosemary Mac Cabe

Hemlines, heels and haute couture – your daily dose

First look: H&M’s new sport range, landing January 2014

If you fancy some sportswear with the Scandi Olympians’ stamp of approval, check out H&M’s new range

Tue, Dec 10, 2013, 07:30


The last time I talked sportswear on Fash Mob, H&M came highly recommended by readers and tweeters alike. So it’s not really surprising that the Swedish brand is cashing in on the interest in its sporty-cool selection by releasing a new, bigger and infinitely cooler sports collection, due in stores in January.

The Swedes have taken their cues from Scandinavia’s Olympic athletes, so the clothes are functional as well as being practical. Now, with prices starting at €7.95 for a hat, going up to €79.95 for a men’s jacket, it’s unlikely that they’re going to be utilising the kind of technology you see in high-end sports brands – but I often think that, unless you’re a serious athlete, you don’t need all that tech anyway.

Technology aside, these are good-looking clothes; I’m a big fan of buying clothing to never work out in, and I have my beady eyes on those printed tees, panelled leggings and the slightly Bieber-esque track pants in the top pic.

The new H&M Sport collection will be available in H&M stores from January.