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ANNOUNCEMENT VIDEO: The “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. It is made from more sustainable materials as part of H&M’s Conscious work.

The video is filmed at the Brick Lane Bikes shop in East London. You meet Feya Buchwald, Founder of BLB; Chris Christodolo, Creative Designer BLB; and Petter Klusell, Designer H&M. They talk about the H&M collection which will be launched on March 7, 2013 worldwide.”

Citation: “East London seems to have been a bit of a, like the birthplace of fixed gear and singlespeed bikes if you like. And I can’t help thinking that Brick Lane Bikes had something to do??? with that”.

Editor’s comment: Say WHAT? Full press release HERE.

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