H&M collaborates with iconic skate brand No Fear
After its successful collection with Olympic skateboarder Margielyn Didal, global retail brand H&M explores furthermore the coolness and diversity of ’90s skate style with iconic brand No Fear.
Founded in 1989, No Fear is set to make a comeback with a streetwear collection designed to “boldly flipping the narrative and redefining fear for young people around the world today.” To achieve that, the two clothing brands also partner with The Skate Kitchen, the New York-based all-female skate crew, to shed more light on the modern female dressing perspective. The group, composed of Rachelle Vinberg, Ajani Russell, Ardelia “Dede” Lovelace, Moonbear, Brenn Lorenzo, and Jules Lorenzo, aims for a better and more equal world and to help women be fearless in the face of challenges.
“Everyone is scared, but the No Fear mindset is to look fear in the eyes and go for it,” says Rachelle.
Progressive and inclusive, the No Fear x H&M collection features 23 garments including oversized t-shirts, crop tops, shirts, sweatshirts, hoodies, knitwear, varsity jackets, tracksuits, and joggers, all with graphic logos or illustrations. There are 11 accessories, including bags, beanies, trainers, scarves, and stickers. The main color palette is vibrant green, black, and white.
“It feels amazing to re-launch No Fear with the collaboration with H&M and co-create some pieces with The Skate Kitchen,” says Hamish Morjaria, head of Brand Partnerships and Licensing at No Fear. “We’re especially proud to add our voice to the next generation, encouraging them to be themselves and fight for what they believe in with a ‘No Fear’ ethos backing them up.”
“We’re thrilled to be collaborating with No Fear and partnering with The Skate Kitchen for this confident, empowering collection,” says Emily Björkeheim, H&M’s head of Design Divided. “The silhouettes balance oversized with tighter fits, all with a relaxed, unisex vibe, while the graphic logos and subtle varsity touches are key. We hope that young people around the world take the message of this collaboration to heart—write your own rules and don’t let fear stand in the way of your dreams.”
The No Fear x H&M collection will be available in all stores nationwide starting Oct. 21, 2021.