AFound – a new H and M concept

Afound, a new part of the H and M stable opened in Stockholm without any fanfare a month or so ago. Already in the H and M stable are H and M, Cos, & other stories, H and M Home, Weekday, Monki, and Arket.

Afound is an outlet store selling items (presumably overruns and older seasons) off from the other H and M brands, plus items from major designers. All at a deep deep discount – I saw 50% – 75% off. Find the site here (as of now just available in Swedish but a browse of the items for sale will give you an idea)

During a browse today I found

  • H and M
  • & other stories
  • Monki
  • Weekday
  • Loewe
  • Marc Jacobs main line
  • Celine
  • Michael Kors
  • Decadent Copenhagen
  • Whyred
  • Fillipa K
  • Day Birger et Mikkelsen
  • The Row
  • Maison Margiela
  • Keds
  • Triwa
  • Stylein
  • D brand
  • YSL
  • Stella McCartney
  • Missoni
  • Prada
  • Valentino
  • Alexander Wang

I am not sure if they are planning to expand or if this is just a temporary thing but there were some really nice things there. My favourite was a short unwashed denim jacket lined in sheepskin from H and M for about €20.

Author: Janet Carr

Fashion, beauty and animal loving language consultant from South Africa living in Stockholm, Sweden.

One thought

  1. In other words H&M is giving up on trying to make good clothes any more, under their own brand. It used to be a sure bet I’d find a cute T-shirt and a cute scarf, in addition to a collection that makes sense for normal people. I hope at least their new concept will include colours other than black/red/white.

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