Fashion retailer H&M has revealed its latest brand collaboration – teaming with 1990’s skate brand, No Fear for a new autumn collection.
The brand was founded in 1989, reaching peak popularity in the 1990s and early 2000s.
For this collaboration, No Fear is taking on a more female perspective with the help of The Skate Kitchen, a New York-based all-female skate crew, who feature as co-creators and stars of the campaign.
The collection – launching on 14 October – plays with oversized and bodycon silhouettes with 23 lines including t-shirts, crop tops, shirts, sweatshirts, hoodies, knitwear, varsity jackets, tracksuits and joggers, all with graphic logos and illustrations.
In addition, there are 11 accessories including bags, beanies, trainers, scarves and stickers.
The main colour palette is vibrant green, black and white, while the co-created pieces with The Skate Kitchen are in a colour palette of beige, khaki brown, green and washed black.
“It feels amazing to re-launch No Fear with the collaboration with H&M and co-create some pieces with The Skate Kitchen,” commented Hamish Morjaria, head of brand partnerships and licensing at No Fear. “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.”
Emily Björkeheim, H&M’s head of Design Divided, added: “We’re thrilled to be collaborating with No Fear and partnering with The Skate Kitchen for this confident, empowering collection.
“The silhouettes balance oversized with tighter fits, all with a relaxed, unisex vibe, while the graphic logos and subtle varsity touches are key. We hope that young people around the world take the message of this collaboration to heart – write your own rules and don’t let fear stand in the way of your dreams.”
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