CHIMI x H&M: Pastel-coloured coolness

CHIMI x H&M: Pastel-coloured coolness

Imagine CHIMI’s selfie-friendly shades in a vibrant menswear collection with matching summer staples. Well, it’s here!

In these extraordinary times, we welcome everything that can lift our spirits, which is why this joyous collab arrives with exceptional timing — and just in time for summer. Together with Swedish eyewear label CHIMI, H&M have created an eye-catching (meaning this quite literally) capsule collection guaranteed to boost your mood, and style. 

CHIMI was founded in 2016 by childhood friends Charlie Lindström and Daniel Djurdjevic and has quickly become a household name to the Insta generation thanks to their sleek yet visually striking designs. “CHIMI strives to create iconic, accessible styles suitable for everyone”, says Charlie Lindström, who’s also Creative Director for the brand. “Our brand builds its foundation on being inclusive, fun, and progressive, while also proving that quality can be affordable.” Feel-good fashion, he calls it. 

The online exclusive collection celebrates CHIMI’s “vibrant spirit, versatility and eye for colour”, as H&M’s Head of Menswear Design, Ross Lydon, puts it. “The design process with CHIMI was a lot of fun, and I think that really comes through with each piece in the collection — it’s upbeat, accessible style for all.” And the way this manifests in the capsule is through bold cuts and colours that bring a fun, yet fashion-forward, feel to the edgy eyewear and relaxed resort pieces.

CHIMI x H&M features three unique frames made from chunky acetate, which are accompanied by camp-collar shirts, drawstring shorts, and bucket hats in linen-viscose blends and sporty polyesters, plus pool sliders and a bag — everything you need for a complete and co-ordinated summer look. Shades of pastels in pink, blue, yellow, green, and purple feel playful yet masculine alongside cool greys and classic black, and retro silhouettes are given a contemporary streetwear update.

“Each piece in the collection puts a twist on an iconic item, from our signature sunglasses to bowling shirts, and we believe that with H&M we’ve created something new and exciting,” say Charlie Lindström and the brand’s Commercial Director Jonas Löhr.

We believe colour is the most powerful form of communication. Colours have a beautiful way of causing reactions and setting a mood.


Jonas Löhr  

WHY ARE, IN YOUR MINDS, SUNGLASSES ESSENTIAL NOT JUST TO AN OUTFIT, BUT TO A PERSON’S SENSE OF SELF EXPRESSION?
Jonas Löhr: “We think there’s an extra layer of responsibility when designing accessories that are meant to be worn on the face. It’s the most expressive part of our bodies, and therefore there should be a style and colour to fit every type of personality. We want people to express themselves through sunglasses, not hide behind them.”

WHY IS COLOUR SUCH AN IMPORTANT PART OF YOUR AESTHETICS, AND HOW DID YOU CREATE THE PALETTE FOR THIS COLLECTION?
Jonas: “We believe colour is the most powerful form of communication. Colours have a beautiful way of causing reactions and setting a mood. We want our customers to find it easy to pick and choose. Therefore tone-in-tone sunglasses have been our concept from day one, where simplicity and the strength in the colour make it easier to wear. For the H&M collaboration, Charlie wanted to incorporate the tone-in-tone concept, and use a new palette that CHIMI hasn’t worked with before.”

WHAT ARE THE INSPIRATIONS BEHIND THE CHIMI x H&M COLLAB?  
Charlie Lindström: “Colours are a big part of the inspiration as we use a lot of colours in our core assortment. We wanted to create a palette that felt relevant for the season and got a lot of inspiration from nature. When we designed the frames, we wanted to combine our best-selling styles with something we haven’t done before, making it commercial yet on-trend.”

THIS IS THE FIRST TIME YOU DESIGN MENSWEAR. HOW WOULD YOU DESCRIBE THE EXPERIENCE OF CREATING A FULL LOOK, OPPOSED TO JUST EYEWEAR?
Charlie: “We’ve had a great experience designing this and wanted to create the perfect summer look that you can mix and match with your sunglasses as the hero piece. We sought to design a timeless collection that you can re-use every summer — not just something for right now.”

WHAT WOULD YOU SAY IS THE POWER, AND JOY, OF COLLABORATION? 
Jonas: “We like that a small brand like CHIMI can collaborate with a big brand like H&M, and that the design team has been very open to our creative vision. The concept has been changed slightly during the process due to the current situation, but everyone involved from both sides has adapted and teamed up in a beautiful way to see this collection through. It’s been a long but exciting journey, and I’m convinced that the consumer will get the timeless feel-good vibe.”

WHAT DO YOU WANT PEOPLE TO FEEL WHEN WEARING THE PIECES? 
Charlie: “The fit is very relaxed, which invites the wearer to be comfortable and free in every situation. Given that the times are what they are, we want people to not have to overthink, but rather just be able to... be.”
 

The CHIMI x H&M collection will be available at hm.com from 4 June 2020.

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