The KISS principle: not guidelines for grown men in cat make-up wearing platforms and tongue wagging. It’s the motto “Keep It Simple, Stupid”. And H&M is sticking to this tried and true advice for its Studio SS16 Menswear Collection.
The utilitarian range is all about taking wardrobe staples – including hoodies, sweats, shorts and lightweight shirts – and doing them with precision. Coming in boxy silhouettes tailored to the urban explorer, each piece can be dressed up or down effortlessly to suit the occasion.
“Right now it’s about updating and modernising classic pieces,” says Andreas Löwenstam, head menswear designer at H&M “The zip-up boxy jacket is what I will be wearing this season, along with updated tailored trousers. I will pair them with T-shirts and sweatshirts to create the new sportswear look.”
With a focus on fabric quality, classic colourways and time-tested silhouettes, H&M’s Studio SS16 Menswear Collection is keeping it simple. But not at all stupid.
The collection is available now in around 100 stores worldwide as well as online at hm.com.