H&M introduces Lycra's Coolmax technology into menswear collections
Global fashion giant, H&M has released its new menswear collection featuring Lycra's Coolmax technology so shoppers can stay cool, dry and comfortable.
Coolmax technology uses fibres which allow air to pass through due to cross-sections that wick moisture to the surface of the fabric. The design behind this technology means clothes retain its functionality even after being washed.
H&M has incorporated Coolmax into its key summer collection and wardrobe staples, such as faded denim jeans, crewneck T-shirts, square-cut trunks and mesh sneaker socks.
H&M's head of menswear design, Rossy Lydon said in a press release: “We see fabric innovation as pushing menswear forwards in new ways," said Ross Lydon, "Coolmax is our first collection that optimizes 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."