The LYCRA Company, a global leader in innovative solutions for the apparel sector, is very happy to announce that COOLMAX® technologies are featured in H&M's newest everyday menswear collection. COOLMAX® technology was introduced to a vast assortment of the leading merchant's key summer fashions, in addition to a choice of wardrobe-essentials. The tech transports moisture away from your system, helping to keep the wearer cool, comfortable and dry for more.

The trick to COOLMAX® technology is at the weave of the fabric itself. The fiber cross-sections wick moisture into the surface of the material whilst allowing air to pass through. Significantly, with this technical advance being part of the fabric, the clothing will maintain their performance wash after wash.

H&M's key summertime styles using COOLMAX® technology capture the brand new season smartness, maxing on a sharp personal style with a relaxed summer attitude. The collection includes smart polo shirts with a ribbed collar and stripe detail, perfectly matched with the stove's pleat front joggers. With tailoring being the vital trend in menswear right now, the set also comes with a sharp two-button tailored slim-lapel jacket and slim-fit tailored pants, with an elasticated waist to give a modern edge.

Furthermore, for when it's time to unwind in the heat of the summer, the collection also has wardrobe staples such as lace denim jeans created with COOLMAX® technologies and crewneck T-shirts as well as tanks.