COS, short for “Collection of Style,” is a London-based fashion brand owned by H&M that has emerged as a leading force in redefining men’s fashion through its commitment to sustainable luxury. Established in 2007, COS has evolved from a niche label into a globally recognized brand known for its minimalist designs, high-quality craftsmanship, and dedication to environmental responsibility.
Embracing Minimalism and Timeless Design
At the core of COS’s philosophy is a focus on timeless design and quality materials. The brand offers a range of men’s clothing that includes tailored trousers, blazers, utility bags, and cropped polos, all characterized by clean lines and a subdued color palette. This minimalist approach allows COS to create versatile pieces that transcend seasonal trends, appealing to consumers seeking enduring style. The brand’s design ethos emphasizes functionality without compromising on aesthetics, making it a go-to choice for modern men who value both form and function.
Commitment to Sustainable Practices
Sustainability is a cornerstone of COS’s operations. The brand is dedicated to using sustainably sourced materials, such as organic cotton, recycled polyester, and Tencel, in its collections. COS also prioritizes ethical manufacturing processes, ensuring that its products are produced under fair labor conditions. This commitment to sustainability extends beyond product design to include packaging and store operations, reflecting a holistic approach to environmental responsibility.
In 2025, COS launched a new initiative to further its sustainability goals by introducing a resale platform called COS Resell. This platform allows customers to buy and sell pre-owned COS items, promoting the circular economy and reducing waste. By facilitating the reuse of garments, COS is encouraging consumers to extend the life cycle of their clothing and make more sustainable fashion choices.
Expanding Men’s Offerings
While COS has long been popular among women, the brand has made significant strides in expanding its men’s collection to cater to a broader audience. The Spring/Summer 2025 collection features a range of stylish and functional pieces, including utility bags, cropped polos, and classic trousers and blazers. These additions reflect COS’s commitment to providing men with versatile wardrobe staples that combine style and practicality.
To further enhance its appeal to male consumers, COS has engaged in strategic marketing initiatives, including collaborations with influencers and celebrities. Notably, actors Adrien Brody and Jodie Turner-Smith have been featured in COS campaigns, showcasing the brand’s fashion-forward yet accessible designs. These partnerships have helped elevate COS’s profile in the men’s fashion market and attract a diverse customer base.
Acknowledgment and Recognition
COS’s efforts have not gone unnoticed in the fashion industry. In 2025, the brand was recognized by fashion search platform Lyst for its impressive growth and popularity. The launch of COS Perfumery, a line of unisex fragrances, contributed to a 44% increase in demand for the brand’s products, highlighting the success of its expansion into new product categories. This recognition underscores COS’s ability to adapt to market trends while staying true to its core values of quality and sustainability.
Looking Ahead
As COS continues to evolve, the brand remains focused on its mission to provide stylish, sustainable, and accessible fashion for men. With a commitment to innovation and environmental responsibility, COS is poised to lead the way in redefining modern men’s fashion. Whether through its minimalist designs, sustainable practices, or strategic marketing initiatives, COS is setting new standards for what it means to be a luxury fashion brand in the 21st century.
For more information on COS’s collections and sustainability initiatives, visit cos.com.