H & M

H&M stands for Hennes & Mauritz and is a worldwide operating fashion company based in Stockholm, Sweden. They are known for inexpensive, fashion-conscious clothes which are mostly produced in low-wage countries and turned over quickly, with regularly changing collections.

Its founder, Erling Persson, returned from a trip to the United States after World War II, where he had been impressed by large stores, and had the idea of opening his own fashion store. In 1947, the first “Hennes” store for ladies wear opened in Västeras, Sweden. Hennes means “hers” or “for her” in Swedish. In 1968, Hennes took over Mauritz Windforss, which dealt in hunting gear, thus adding mens and childrens wear to their range and changing the name to Hennes & Mauritz. In the 1970s, this was changed to H&M. Expansion to other European countries started with Norway in 1964, the UK in 1976, and Germany in 1980. The 1980s and ’90s saw further expansion within Europe, and the first H&M store in the United States opened in 2000. In 2004, the first designer collaboration, with Karl Lagerfeld, was produced. Other fashion brands, which operate separate stores but are owned by H&M are COS, Monki, Cheap Monday, Weekday, & other stories.

Written by Midge

from a late-1990s women’s waistcoat

Courtesy of Midge

from an early-2000s women’s sweater

Courtesy of Midge