H&M
H&M in short
H&M is a Swedish fashion brand founded in 1947 (Västerås), known for fast-moving, affordable collections, dedicated lines such as H&M Home and Divided, and regular designer collaborations. Sizing varies across collections, so refer to the specific item size guide.
Facts and background
| Topic | Overview |
|---|---|
| Founded | 1947, Västerås (Sweden) |
| Known for | Affordable fashion, designer collaborations |
| Segments | Womenswear, menswear, childrenswear, Home |
| Price point | Entry-level |
| Signature | Fast-moving assortment |
The flip side of fast fashion is garment longevity. To get the most wear out of your purchases, opt for heavier-weight cottons and simple, timeless silhouettes across the range.
What to choose
- Basics — plain T-shirts, jeans, and underwear at accessible prices.
- Designer collections — limited editions that often sell out quickly.
- H&M Home — textiles, tableware, and interior accessories.
- Divided — a youthful, trend-led line.
Making clothes last longer
At this price point, garment care largely dictates longevity.
- Wash at 30 degrees and use a short cycle.
- Air dry; tumble drying accelerates pilling and shrinkage.
- Remove lint with a fabric debobbler instead of discarding the garment.
- Drop off unwanted clothing at an in-store recycling collection point.
Shopping in the Netherlands
H&M operates stores across the Netherlands alongside an extensive online shop. Sizing varies across lines and collections, making the individual item size chart more reliable than your standard size.
Further reading on Brands.nl
- C&A — Similar price point with Dutch heritage.
- Bonprix — Affordable fashion with an inclusive size range.
- Kave Home — Affordable interiors with Mediterranean flair.
View all brands or explore our brand guides.
Also comparable: Arket
Looking for something similar? Read our brand guide on Arket: Arket is a Swedish lifestyle brand focused on well-crafted, durable essentials.
Frequently asked questions about H&M
- Where does H&M originate?
- From Sweden; the company was founded in Västerås in 1947 under the name Hennes.
- What is H&M Home?
- The brand's interior line, offering textiles, tableware, and accessories for the home.
- Does H&M run small?
- Sizing varies significantly across lines and collections. Consult the individual product size chart for the best fit.
- Can I recycle old clothes at H&M?
- Yes, many stores feature collection boxes where you can drop off unwanted garments and textiles from any brand.
Geschreven door
Brands.nl editorial team
Brand editors — interior, fashion & lifestyle
Brands.nl is an independent Dutch brand guide that sells nothing itself. Our editors follow brands, materials and collections and describe them independently, so you know what you are buying and can find similar brands.
Onafhankelijk samengesteld: Brands.nl verkoopt zelf niets en baseert zich op merkdocumentatie, andere openbare bronnen en waar mogelijk eigen ervaring.
Laatst inhoudelijk gecontroleerd: 6 september 2026