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H&M vs familiar: 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

familiar

Japan Founded 1950

Polished & dressy · Decoration & playfulness · Minimal & basics

Similarities and differences

Shared traits

  • No shared traits are available.

Different traits

  • Trends & youth culture

    H&M shows a stronger emphasis

  • Sporty & sportswear

    H&M shows a stronger emphasis

This pair is not included in the similar brands recommendations.

Trait comparison

  • H&M (solid line, circles)
  • familiar (dashed line, squares)
Traits of H&M and familiar, 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
  • familiar
Minimal & basics
H&M：Relative prominence within the brand
familiar：Relative prominence within the brand
Polished & dressy
H&M：Relative prominence within the brand
familiar：Relative prominence within the brand
Luxury & heritage
H&M：Relative prominence within the brand
familiar：Relative prominence within the brand
Avant-garde & designer
H&M：Relative prominence within the brand
familiar：Relative prominence within the brand
Decoration & playfulness
H&M：Relative prominence within the brand
familiar：Relative prominence within the brand
Streetwear
H&M：Relative prominence within the brand
familiar：Relative prominence within the brand
Trends & youth culture
H&M：Relative prominence within the brand
familiar：Relative prominence within the brand
Sporty & sportswear
H&M：Relative prominence within the brand
familiar：Relative prominence within the brand
Outdoor & functional
H&M：Relative prominence within the brand
familiar：Relative prominence within the brand

Basic information

Field
H&M
familiar
Country Sweden Japan
Founded 1947 1950
Category Clothing Clothing
Other categories Bags Accessories Footwear Fragrance Beauty and cosmetics Lifestyle products Bags Accessories Footwear 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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familiar

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

familiar

  • 2024-12-13

    ANREALAGE

    A first collaboration with familiar, featuring sweatshirts, bags, charms, and other items for parents and children made with photochromic fur that changes from white to blue under UV light.

  • 2020-09-16

    ASICS

    The collaboration formal shoes “Dress & Dash” with familiar were released in September 2020 as part of ASICS’s children’s shoe series “SUKU².” They went on sale early on the 11th and became generally available on the 16th.

familiar collaborations

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