A luxury version of H&M is taking over in 2025 — and making it cool to be basic

businessinsider.com/cos-popular-menswear-fragrance-2025-5

Men walk the Spring/Summer 2025 COS runway.
Victor Virgile/Getty Images
COS is having a major moment. Lyst just named it one of the "hottest brands" of Q1.
The London-based fashion label, owned by H&M, is known for its high-quality basics.
Its menswear pieces and new fragrance line are…

This story appeared on businessinsider.com, 2025-05-17 09:02:02.
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