You Can Now Buy Good American, Monki, Fila and More Brands From H&M Under Their ‘H&M with Friends’ Concept

Who knew?

One of our favourite high street stores H&M has now started to sell other brands than just the H&M brand on their website.

The concept known as ‘H&M with Friends’ was created to guide their customers towards their best, most individual style.

What is ‘H&M with Friends’?

‘H&M with Friends’ means that from now on hm.com you can purchase not only from the other brands within the H&M family, such as & Other Stories, Arket, COS, Weekday and Monki, but also from a selection of external brands.

The external brands include Lee, Wrangler, Fila and Crocs and H&M have just announced that Good American is the newest friend that H&M will be partnering with.

H&M select friends who not only meet their brand values but who also complement their offering and who inspire and encourage customers to experiment.

Sylwia Wennberg, Business Area Manager New Development outlined that ‘’H&M with Friends is an exciting concept that allows us to expand the H&M world. By inviting other brands into the H&M space, we can offer our customers an inspiring experience’’.

Is H&M partnering with Good American?

H&M’s newest friend they are partnering with is Good American, founded by Khloe Kardashian and Emma Grede.

Good American is known for its body-positive fashion forward collection that caters for and celebrates all shapes and sizes; an ethos which aligns to H&M’s drive for inclusivity making it the perfect new partner for H&M.

Good American’s inclusive sizing ranges from 00-32 plus in a range of various styles, from skinny and classic to flare. Good American’s emphasis on working with responsible denim on all collections also aligns with H&M’s sustainability goals.

H&M has worked to become eco-friendly and sustainable lately, with an aim for all products to be made from recycled or other sustainably sourced materials by 2030. Currently this applies to 65% of the materials used, which makes us feel whole lot better about the number of items we’ve racked up in our basket!

”We’re so excited that Good American is the latest addition to H&M with Friends. Good American has always been more than just a fashion brand, it’s a platform for inclusivity, diversity and body positivity and H&M’s new multi-brand retail concept really aligns with our brand ethos of empowering all women and encouraging our customers to feel inspired when shopping. Joining the H&M family means that our customers will now have wider access to the Good American brand in Sweden and Germany.” Emma Grede, founder Good American said.

Keep scrolling for our favourite Good American pieces which are now available on the Swedish and German online sites. Bookmark this page as we’ll be posting regular updates as soon as the collection hits the UK and other H&M online stores.

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Shop Good American at H&M

Stand out pieces from the ‘H&M with Friends’ Good American partnering are the metallic trousers that we’re seeing everywhere right now aswell as the strapless black scuba bodysuit with a deep-V neckline. Perfect for the party season!