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H&M vs 9090: similarities and differences

Compare brand traits, similarities and differences.

Reference brand: H&M Swap brands

H&M

Sweden Founded 1947

Trends & youth culture · Sporty & sportswear · Minimal & basics

9090

Japan Founded 2018

Trends & youth culture · Streetwear · Decoration & playfulness

Similarities and differences

Shared traits

  • Both brands show traits of Trends & youth culture.

Different traits

  • Polished & dressy

    H&M shows a stronger emphasis

  • Streetwear

    9090 shows a stronger emphasis

This pair is not included in the similar brands recommendations.

Trait comparison

  • H&M (solid line, circles)
  • 9090 (dashed line, squares)
Traits of H&M and 9090, shown relative to each brand.
How to read the chart

Traits farther from the centre are more prominent within each brand. The chart uses the same relative display as the brand profile. Area does not indicate brand quality or absolute differences between brands.

Traits by category

Bar lengths show how prominent each trait is within each brand.

  • H&M
  • 9090
Minimal & basics
H&M：Relative prominence within the brand
9090：Relative prominence within the brand
Polished & dressy
H&M：Relative prominence within the brand
9090：Relative prominence within the brand
Luxury & heritage
H&M：Relative prominence within the brand
9090：Relative prominence within the brand
Avant-garde & designer
H&M：Relative prominence within the brand
9090：Relative prominence within the brand
Decoration & playfulness
H&M：Relative prominence within the brand
9090：Relative prominence within the brand
Streetwear
H&M：Relative prominence within the brand
9090：Relative prominence within the brand
Trends & youth culture
H&M：Relative prominence within the brand
9090：Relative prominence within the brand
Sporty & sportswear
H&M：Relative prominence within the brand
9090：Relative prominence within the brand
Outdoor & functional
H&M：Relative prominence within the brand
9090：Relative prominence within the brand

Basic information

Field
H&M
9090
Country Sweden Japan
Founded 1947 2018
Category Clothing Clothing
Other categories Bags Accessories Footwear Fragrance Beauty and cosmetics Lifestyle products Lifestyle products

— indicates information that is not available.

Brand profiles

Brand lines

H&M

  • H&M Studio

    Launched in 2013, H&M Studio is a seasonal collection created by an in-house design team in Stockhol...

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  • H&M HOME

    H&M HOME is H&M’s home category, launched in 2009, offering items for living spaces such as textiles...

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  • H&M Move

    H&M Move is a dedicated activewear line launched in August 2022. Based on the concept of “movewear,”...

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  • H&M Beauty

    H&M Beauty is H&M’s beauty division, offering makeup, skincare, fragrance, beauty tools, and more. S...

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  • COS

    COS is a separate brand launched by the H&M Group in 2007, and its name is an abbreviation of “Colle...

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9090

  • 9090 girl

    9090 girl is a women's line derived from the streetwear brand 9090. yutori (operated by group subsid...

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Collaborations

H&M

  • 2025-12-02

    Perfect Moment

    An après-ski/winter capsule suited to “mountain-to-city” wear, featuring star patterns, ski-inspired puffers, Moon Boots, and knit sets.

  • 2025-04-24

    Magda Butrym

    A womenswear and jewelry line scheduled for release in April 2025, centered on the rose motif and imbued with “Slavic romanticism.”

  • 2024-10-10

    ROTATE Birger Christensen

    The second installment (2024) took the rebellious muse of the 1980s as its theme, offering partywear with pronounced shoulders and sequins (15 pieces) in 12 markets.

  • 2024-04-18

    Rokh

    A womenswear, menswear, and accessories collection that proposes a work- and office-oriented wardrobe by “deconstructing/reconstructing” staples such as trench coats.

  • 2024-02-29

    HERON PRESTON

    The first outcome of the circular/educational program “long-term H2 partnership.” It is also planned to expand into seasonal collections and creative advisory.

  • 2023-11-09

    Rabanne

    A large capsule collection encompassing womenswear, menswear, accessories with a metallic or party-inspired feel, and home décor.

H&M collaborations

9090

  • 2021-05-29

    #FR2

    In May 2021, the second installment was released, featuring seven styles of apparel, including T-shirts, and accessories that incorporated design elements from both #FR2 and 9090.

9090 collaborations

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