No Fear x H&M feat. The Skate Kitchen

Everything you need to know about the upcoming collaboration

This autumn, we're collaborating with No Fear: an American lifestyle brand founded in 1989, reaching its peak in popularity around mid '90s and early 2000s. On 14 October 2021, No Fear is back for a revival with a skate-inspired streetwear collection featuring pieces co-created with The Skate Kitchen.

“It feels amazing to re-launch No Fear with the collaboration with H&M and co-create some pieces with The Skate Kitchen. We’re especially proud to add our voice to the next generation, encouraging them to be themselves and fight for what they believe in with a ‘No Fear’ ethos backing them up."

— Hamish Morjaria, Head of Brand Partnerships and Licensing, No Fear.

For this collaboration, the focus is to boldly flip the narrative of fear. So, let's talk about fear: We face it probably every other day. We try to get around it—escape it if you will, as much as possible. But do we ever, really? This campaign empowers every young soul to turn what they're afraid of into a source of power. It's for those who won't let fear stand in their way. For those who are ready to look fear in the eye and say, "bring it on".

Meet The Skate Kitchen: a crew of New York-based female skateboarders who speak up for inclusion and aim for a better and more equal world. Their take on the concept of fear is inspiring: they rewrite the rules when facing challenges by flipping their fear into fuel.

“We’re thrilled to be collaborating with No Fear and partnering with The Skate Kitchen for this confident, empowering collection. We really hope that young people around the world take the message of collaboration to heart: write your own rules and don’t let fear stand in the way of your dreams.”

— Emily Björkeheim, Divided Head of Design, H&M.

The collection will include oversized T-shirts and hoodies, baggy trousers, crop tops in tie-dye and a fresh colour palette of green, black and off-white. It's a playful mix of unisex silhouettes and bodycon fits with graphic logos and varsity elements. On top of that, you'll also find pieces in earthy tones, co-created with The Skate Kitchen.

No Fear x H&M launches in store and online 14 October 2021.

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