H&M Wants Men to Wear Swedish Hunting Underwear as Pants

david beckham underwear

The war against dudes wearing skinny jeans wages on. Michael Kors is doing Dickens-luxe trousers with a wide leg and rope-inspired belt. And now Hennes & Mauritz AB, AKA H&M, is also hearkening back aesthetically with some men’s ‘hunting underwear’ intended to be worn as pants.

The revitalized longjohns are part of H&M’s new “Mauritz Archive” menswear line. The collection, which the brand is calling a homage to their outdoor heritage, also includes old-timey Scandinavian duds such as a $59.95 jacquard sweater based on a pattern from a Mauritz Widforss catalogue. The long underwear will cost $39.95.

This isn’t the first time H&M has attempted to shed their mainstream tag by testing the waters of untraditional trousers. Earlier this year they introduced stretch chinos for ‘Mamils’ (middle aged men in lycra) as part of a partnership with cycling company Brick Lane Bikes. And while the longjohns are obviously aimed at dudes who play Big Buck Hunter at The Levee rather than hunt bucks in the Scandinavian wilderness, if David Beckham’s fronting the ads, we’re not complaining.

The Mauritz Archive collection will be sold in around 250 stores and online as of September 19. See a look featuring actual pants below.

Related links:
PHOTOS: Michael Kors Wants Guys to Stop Wearing Skinny Jeans
H&M’s Bribing Shoppers to Go Green (As If That Makes Sense)
H&M’s Going After Every U.S. Consumer This Year

[Bloomberg]

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