H&M is on a mission to get individuals shifting. Transferring round, that’s.
H&M Williamsburg, a brand new retailer expertise for the quick trend model in Brooklyn’s fashionable neighborhood, opened in November, taking part in host to unique programming and model moments in an area designed to evolve all through 2023.
When the area opened in November, it featured a thoughtfully-curated collection of the model’s most fashion-forward types. Now it’s morphed into its second incarnation, Transfer Studio, a showplace for its Transfer trendy and practical athletic put on, accessible to all people, in a extra sustainable method.
H&M Transfer, a brand new sports activities model, re-launched in August with the lofty objective of nothing much less that getting the entire world shifting. For males, the gathering consists of round 30 items, reminiscent of shorts, tights, T-shirts, jackets, vests and equipment. The ladies’s assortment is comprised of about 30 items, from tights, bras and monitor pants to working T-shirts, sweaters, jackets and equipment.
H&M, like different quick trend manufacturers, has come beneath scrutiny and has been criticized for its impression on the surroundings. The quick trend mannequin is designed to churn out tons of of 1000’s of types quickly. Low costs encourage customers to deal with the clothes as throw-aways or one-wear solely, which leads to landfills. That’s why H&M stated it’s making the Transfer assortment obtainable in a extra sustainable method.
H&M Williamsburg is scheduled to have a 12-month tenure, with a brand new chapter unveiled each 4 to 12 weeks, together with up to date trend, visuals, experiential occasions and a crop of celebrated, native neighborhood companions.
The shop has been remodeled right into a vibrant area that includes a kinetic, tactile playground showcasing the brand new H&M Transfer assortment, celebrating the other ways individuals transfer by bringing collectively and galvanizing each visitor to maneuver in surprising and playful methods, the retailer stated.
On the coronary heart of the shop is Transfer Studio, an experimental area that blurs the strains between retail and a typical athletic studio. Transfer is outfitted with chromotherapy lighting to evoke a soothing sensation. The studio’s New Age-y bent additionally transfers psychological power to the bodily physique leading to elevated bodily and psychological energy, H&M stated.
Inside Transfer Studio, courses are supplied each day by way of February 22 at 92 N. sixth Road in Brooklyn, New York. The studio brings collectively Brooklyn-based neighborhood companions aligned with H&M Transfer values, encouraging motion every person with courses, together with:
Good Transfer dance, which is designed to take the intimidation out of dance and health and assist foster discover pleasure, freedom, empowerment and neighborhood by way of bodily expression.
Grind Home, one of many premier health services in New York Metropolis, Grind Home ofers a novel ambiance in an surroundings designed to problem set methods and to push or be pushed to maneuver round.
Modo Yoga NYC, an accessible, acutely aware yoga neighborhood.
YO BK, a dynamic and empowering female-owned sizzling yoga and pilates studio with places in Williamsburg and Greenpoint, New York, and Miami.
H&M Williamsburg will supply one free health class each day, in an effort to encourage all people locally to hitch. Prospects can join courses by visiting www.HMWilliamsburg.com.
“H&M Transfer goals to democratize motion, making it enjoyable, inclusive, and trendy, precisely what the newest chapter of H&M Williamsburg is all about,” stated Linda Li, Head of Buyer Activation and Advertising for H&M Americas. “We’re inviting Each Physique to come back collectively to rejoice motion at H&M Williamsburg with a playful and surprising expertise in our new neighborhood.
“Prospects could have the chance to find our newest practical athletic put on, made with high quality supplies together with DryMove and ShapeMove,” Li added. Whereas at H&M Williamsburg, Movers are inspired to discover their sense of favor with the newest H&M Transfer assortment.
Designed to empower everybody to get shifting, the “Empower Assortment” consists of modern and practical attire and equipment for girls, males and children. Each bit is designed with high quality on the forefront, together with athletic tights that includes ShapeMove, a cloth that shapes the physique and offers additional help, in addition to DryMove, a cloth that pulls moisture away from the pores and skin.
“Whereas the Transfer Studio is situated solely at H&M Williamsburg, the H&M Transfer assortment is out there at 144 places throughout the U.S,” Li stated.