High Street fashion retailer H&M is taking the 'street' part seriously and is to launch a fixie-inspired clothing collection in March 2013. The collection has been created in partnership with fixie bike shop Brick Lane Bikes of London.
'H&M for Brick Lane Bikes' is a men's collection "combining the function of cycling wear with great city style for both on and off the bike."
The collection is made from tough, sustainable materials.
A video has been produced to promote the launch. Featured in the video are Feya Buchwald, founder of Brick Lane Bikes and Petter Klusell, a designer at H&M.
Levi's produced an urban cycle range last year.