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.
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.