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H&M vs YOKE: 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

YOKE

Japan Founded 2018

Minimal & basics · Polished & dressy · Avant-garde & designer

Similarities and differences

Shared traits

  • Both brands show traits of Polished & dressy.

Different traits

  • Avant-garde & designer

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

Basic information

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

— 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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YOKE

No information is available.

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

YOKE

  • 2026-03-28

    foot the coacher

    The first collaborative shoe with foot the coacher. A Leather Loafer based on French vintage loafers was released, reworked into a “Bloafer” design that can be worn with the heel folded down.

  • 2026-01-22

    TSUCHIYA KABAN

    First collaboration with TSUCHIYA KABAN. The collection was unveiled to the world for the first time in Paris at the YOKE 2026-27AW show and is planned to include one bag style and one AirPods Pro case style. The release is scheduled for around fall 2026.

  • 2026-01-22

    REPRODUCTION OF FOUND

    The collaboration with REPRODUCTION OF FOUND has reportedly been presented at YOKE’s 2026–27 AW show. Specific item names and a release date have not been confirmed at this time.

  • 2026-01-02

    Graphpaper

    The fourth collaboration with Graphpaper, “YOKE × Graphpaper capsule collection.” Based on the 2025 AW theme “Abstract,” it reconfigures seven pieces through YOKE’s “connected” perspective, including leather flight jackets.

  • 2025-05-31

    Morphée

    A leather bag collaboration with Morphée. Inspired by YOKE AOYAMA’s shopping bag, it released the Small Shoulder Bag and Medium Tote Bag made from Morphée’s signature goat leather.

  • 2025-03-15

    ANCELLM

    The first collaboration capsule with ANCELLM. In this crossover, YOKE creates the bodies, while ANCELLM applies treatments such as paint and distressing. The collection comprises seven styles in total, including denim-style outerwear, sweatshirts, and knit vests.

YOKE collaborations

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