Fashion September, 4 2013

H&M Head Back in Time For Their ‘Mauritz Archive Collection’

H&M join the long list of brands delving back in to the vaults, releasing an interesting collection entitled Mauritz Archive. Those of a certain age will remember the days when the brand was referred to as just ‘Hennes’ or ‘Hennes Mauritz,’ a simpler time when words were said in full. Heading further into the past, founded in the late 1940s, the origins of the Swedish retail giant are in part found in ‘Mauritz Widforss’, a men’s outdoor clothing store which took its cue from American activewear of the time. Situated next door to the Hennes store in Västerås, womenswear only at this point, in need of more space and as a way into the men’s market, H took over M and the rest is history. In celebration of this momentous merger, the ‘Mauritz Archive’ based on original garments, catalogues and advertisements introduces a modern take on classic outdoor wear. A tier above the mainline, fabrics such as British Millerain waxed cotton and Abraham Moon & Sons wool add a touch of quality with Americana staples such as the wool shirt, buffalo check and Deadwood style thermals all featuring. Get to know the line in our gallery and head to The Fashion Post to hear more from the collection’s designer Petter Klusell.