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H&M’s ‘Go Gold’ line inspired by Swedish Olympic outfits

January 20, 2014 (Sweden)

To celebrate the collection designed by H&M in collaboration with the Swedish Winter Olympic team for Sochi 2014, H&M Sport has created a special capsule collection inspired by the Swedish Olympic outfits.

The collection is made up of functional sports garments and casual items that are perfect for layering. Selected pieces from the collection have also been tested by the Swedish Olympic team.

Functionality is a priority, and is evident in highly packable, lightweight down jackets, breathable running jackets, and fast-drying base layers.

The collection also includes a women’s reversible down jacket with a rounded silhouette and a sporty down-filled update of the classic pilot jacket for men. There are also accessories such as sneakers, backpacks and sunglasses.

“Go Gold is the chance for our customers to get the Olympian look, inspired by the outfits created by H&M in collaboration with the Swedish Olympic team. The pieces are not just functional, they’re fashionable too – the perfect collection for winter sports,” says Ann-Sofie Johansson, Creative Head of Design.

“The athletes of the Swedish Olympic Team are really excited about the H&M outfits for Sochi 2014 – both for their functionality and their style. It’s great to share the Olympic look with fans through the Go Gold collection at H&M Sport, and it was fun to contribute with our input during the design process,” says Swedish swimmer and Olympic medalist Therese Alshammar.


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