H&M are to launch an intelligent fabric this week, deploying fashion technology for menswear which keeps the wearer cool in summer heat. The new intelligent fabric is called ‘Coolmax’ and will absorb moisture and allow air to pass through the fabric.
“We see fabric innovation as pushing menswear forwards in new ways. Coolmax is our first collection that optimises everyday clothing with high-performance materials. It is a segment of the market that we will continue to explore and focus on in the future.” – Ross Lydon, head of menswear design at H&M.
