H M Move (H&M) is born, the new brand of the Swedish giant that seeks to democratize sports fashion.

H&M does not want to lag behind in sports fashion. Therefore, on Thursday, August 4, it will launch a new brand worldwide: H&M Move, as the Swedish company announced on Wednesday.

The mission of the new brand, which will be available in 2,500 stores, will be to "democratize sportswear" and encourage everyone to move as they want.

Simon Brown, managing director of the new firm, explains that the firm arrives to break down the barriers of sport. "That's our main goal," he says.

"We offer a wide range of sportswear in different categories, clothes with style, functional and incredible value for our customers," explains the manager.

H M Move

Therefore, the brand comes hand in hand with collections for men, women and children. The first 2 categories will be available physically and online. The child only digitally.

The first delivery includes a range of basics, including tops, light jackets and a wide selection of tights and bras, along with items designed specifically for training and running.

Simultaneously, the H&M Move Monogram collection is launched, which will be found exclusively online. The protagonists of the campaign are actress Jane Fonda and JaQuel Knight, choreographer responsible for multiple Superbowl shows.

H M Move commitments

With this commitment, H&M presents 4 materials that combine innovative designs with complex technologies. Customers just need to take a look at the name of each material to understand what it does and how it helps them move, they explain.

Among them is StormMove, which protects against wind and rain or ShapeMove, which has benefits for jumping and stretching.

In parallel, 85% of the new firm's materials are recycled or obtained in a more sustainable way, in line with the group's global goal that 100% of its garments respond to this nature by 2030.

H M Move summary

• H&M launches a new sports brand worldwide with which it seeks to democratize sports fashion.
• The firm, which will be launched on August 4 worldwide, will have a collection for men, women and children.