H&M Announces Unisex Denim Line


H&M is changing the game.

The well-renowned clothing brand will be releasing a number of denim products that are non-gender specific later this month, marking the birth of a unisex line dubbed "Denim United."

In a press release, company spokeswoman Marybeth Schmitt indicated that the move was nod to cultural fashion trends.

Schmitt wrote,


Normcore is back.

According to the press release, H&M's new line will borrow characteristics from the companies men's and women's lines to form a more "modern" collection.

This strategy, it goes without saying, is a break from the traditional way in which in which lines are released, with different cuts created two suits the different shapes of men's and women's bodies.

The press release read,

The all-cotton line will feature more than just jeans. The collection will feature denim shorts, shirts, dressed, sweatshirts and other products that range between $20 and $50, per Yahoo!.


Blurring the lines.

The line is following up on a clear trend in fashion, which has seen the rise in popularity of products like "boyfriend jeans."

In a story that profiled the "blurring lines" of gender in the industry, Ken Downing, the fashion director of Neiman Marcus, elaborated on the trend for the New York Times,

Regardless of how H&M's new line is received, one thing's for sure, this collection is tearing down those boundaries, definitively.

Citations: Yahoo