COS is known for its plain color garments that express Scandinavian minimalism. The collections are characterized by basics with voluminous shapes and clear lines, which give the wearer a wardrobe full of simple elegance, just like the name “Collection of Style" – COS for short – suggests.
origins
COS opened its first store in London in 2007. An international online shop followed in 2011. In the following years the label expanded worldwide, in 2022 COS has over 150 stores in over 30 different markets. Although the label belongs to the Scandinavian H&M group, COS operates independently and has had the same creative director, Karin Gustafsson, since its inception.
development
The label took off with the minimalist fashion movement in the 2010s and became a reliable go-to place for customers looking for high quality at relatively low prices. Over the years, COS has perfected its approach to elevated basics and has become a staple in commercial fashion retail. Since then, the label has filled a gap between fast fashion for the masses and the upscale premium segment, thus serving the wishes of consumers who are looking for long-lasting styles that still reflect the current zeitgeist. Despite the general acceleration that the fashion industry has experienced in recent years and the popularity of fast fashion, COS continues to adhere to the traditional fashion calendar of two collections per year.
Current
COS still pursues the idea of “inspired minimalism” and offers its more mature customers timeless designs. The label is frequently part of collaborations with fashion designers, fashion labels, architects and artists, creating projects through collaboration that share COS values of simplicity and quality.
