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H&M vs FREAK'S STORE: 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

FREAK'S STORE

Japan Founded 1986

Outdoor & functional · Trends & youth culture · Polished & dressy

Similarities and differences

Shared traits

  • No shared traits are available.

Different traits

  • Outdoor & functional

    FREAK'S STORE shows a stronger emphasis

  • Trends & youth culture

    H&M shows a stronger emphasis

This pair is not included in the similar brands recommendations.

Trait comparison

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

Basic information

Field
H&M
FREAK'S STORE
Country Sweden Japan
Founded 1947 1986
Category Clothing Clothing
Other categories Bags Accessories Footwear Fragrance Beauty and cosmetics Lifestyle products Bags Accessories Footwear Eyewear Watches Beauty and cosmetics Lifestyle products Art projects

— 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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FREAK'S STORE

  • Freada

    Freada is a women-focused house brand launched by FREAK'S STORE in July 2017. Drawing on the colors ...

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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

FREAK'S STORE

  • 2026-09-17

    GAP

    A FREAK’S STORE-exclusive collection inspired by GAP’s 1980s–90s archives. It comprises 13 items across four categories: pocket T-shirts, chinos, denim, and schoolwear, and was released on September 17.

  • 2026-08-06

    Champion

    A project featured in the official feature lineup as “Champion’s iconic special-order pieces.” It is a special-order series based on Champion apparel, including sweatshirts, but the listing does not confirm the details of individual products or their release dates.

  • 2026-08-06

    SOMETHING

    A special-order series by SOMETHING and FREAK’S STORE featured in the official feature listing. It can be identified as a new project with a women’s jeans brand, but the listing does not specify individual products or release dates.

  • 2026-07-31

    Umbro

    A special-order collection listed in the official feature lineup as “UMBRO 26FW Collection.” It can be confirmed as a product group from a different season than the Spring/Summer 2025 project, but the specific items and individual release dates are not clear from the listing.

  • 2026-07-16

    MILLER

    A made-to-order series with apparel brand Miller, including underwear, was featured in the official feature listing. The listing confirms the feature date, but the specific items, number of product styles, and release date cannot be determined from the listing.

  • 2026-06-04

    RUSSELL ATHLETIC

    A collaboration project with RUSSELL ATHLETIC featured in the official feature list. It can be identified as a custom-order collaboration with an apparel brand that offers items such as sweatshirts, but the list does not specify product details or release dates.

FREAK'S STORE collaborations

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