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SUBU vs H&M: similarities and differences

Compare brand traits, similarities and differences.

Reference brand: SUBU Swap brands

SUBU

Japan Founded 2016

Outdoor & functional · Minimal & basics · Polished & dressy

H&M

Sweden Founded 1947

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

Similarities and differences

Shared traits

  • Both brands show traits of Polished & dressy.

Different traits

  • Outdoor & functional

    SUBU 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

  • SUBU (solid line, circles)
  • H&M (dashed line, squares)
Traits of SUBU and H&M, 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.

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

Basic information

Field
SUBU
H&M
Country Japan Sweden
Founded 2016 1947
Category Footwear Clothing
Other categories — Bags Accessories Footwear Fragrance Beauty and cosmetics Lifestyle products

— indicates information that is not available.

Brand profiles

Brand lines

SUBU

  • SUBU NANNEN

    Within SUBU’s lineup, this outdoor-oriented derivative line is designed for use near fires, such as ...

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  • SUBU VAMP

    A derivative line positioned as an “evolved” version of SUBU, building on its signature comfort with...

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  • SUBU amp

    A premium label launched by SUBU in 2018, this derivative line is centered on “premium basics,” elev...

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  • SUBU RE:COLLECTION

    Re: is a spin-off line developed by SUBU as a sustainable collection that “moves forward toward the ...

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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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Collaborations

SUBU

  • 2025-11-28

    TOGA

    TOGA and SUBU’s first collaboration, featuring winter sandals that incorporate TOGA’s coin metal and Western motifs/graphics into SUBU slip-ons with brushed lining and a four-layer insole.

  • A.P.C.

    A.P.C. × SUBU (November 2024): two styles of winter sandals. Available in A.P.C.-like colors and materials, including black and khaki, they are also ideal as year-end gifts.

SUBU 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

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