Could This Be The Best H&M Brand Ever?

YES.

On Wednesday, we found out that none other than J.W. Anderson would be designing a high street collection for Uniqlo, and now Swedish massive H&M has announced the launch of new brand, Arket. Best week ever? We think so.

Arket, which translates to ‘sheet of paper’ in Swedish, will join the likes of Cos, & Other Stories and Weekday as one of H&M’s brands, and will cater for men, women, children and home.

004001-940 224 Regent Street, London Our first store opens later this year #ARKET

A post shared by ARKET (@arketofficial) on

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According to the company, “The overall direction and focus is quality in simple, timeless and functional designs. There will be products in a broad price range, however in a slightly higher price segment than H&M.”

Indeed, prices range from £33 to £100, so slightly more expensive than H&M mainline, but definitely affordable. If you’re interested (who isn’t?!), you can sign up here for a notification when the brand launches online this summer or early autumn, while the first retail store will open around the same time on London’s Regent Street.

Last, but definitely not least, Arket stores will even come complete with a Nordic café. Because what’s shopping without a cinnamon bun celebration?