H&M, originally known as Hennes & Mauritz, is a powerhouse in the fast-fashion industry with roots stretching back to the mid-20th century. Established in 1947 by Erling Persson in Västerås, Sweden, the company initially catered exclusively to women, with the name “Hennes” translating to “hers” in Swedish. This early focus on women’s fashion set the stage for H&M’s rapid growth and evolution. By 1968, a pivotal transformation occurred when Persson acquired the hunting apparel retailer Mauritz Widforss. This acquisition led to the addition of menswear to their product line and the rebranding to Hennes & Mauritz, a move that marked the birth of the iconic “H&M” brand we recognize today.

The 1970s and 1980s saw H&M cementing its place in the global market. The company went public on the Stockholm Stock Exchange in 1974, heralding a new era of expansion and innovation. By 1976, H&M had opened its first store outside of Scandinavia, setting up shop in London, which was quickly followed by more openings across Europe. In 1998, H&M ventured into the digital age by launching its online retail platform, marking its forward-thinking approach to retail. The turn of the millennium was particularly notable with the opening of H&M’s first U.S. store on Fifth Avenue in New York City in 2000, signaling the brand’s ambitions beyond European borders.

Over the next two decades, H&M diversified its offerings and expanded its global footprint exponentially. The introduction of H&M Home in 2008 allowed the brand to tap into the home furnishings market, while the launch of various concept stores like COS, Weekday, and Monki catered to different fashion niches. H&M’s collaboration with high-profile designers and celebrities further boosted its appeal, making it a staple in the wardrobes of fashion enthusiasts worldwide. Despite facing challenges, such as the impact of the COVID-19 pandemic and geopolitical issues like the withdrawal from the Russian market in 2022, H&M continues to adapt and thrive. The brand’s commitment to staying current while honoring its rich history is evident in its evolving logo and tag designs, which offer a fascinating glimpse into its journey through the decades.

Y2K H&M Karl Lagerfeld Collaboration

How to tell if H&M is vintage from the logo

H&M, originally known as Hennes & Mauritz, has undergone significant branding changes over the years. These changes in their logo provide an excellent way to identify the vintage of H&M products. Below is a guide to understanding the different eras of H&M logos to help determine the age of your item.

1947 to 1968 H&M logo

• This period’s logo was known as Hennes and featured a cursive script that represented the original brand name before it became Hennes & Mauritz.
• The logo was elegant and sophisticated, with a handwritten style that was quite popular during the mid-20th century.
• The branding at this stage was straightforward and only included the word “Hennes” in a stylized font.

1947 to 1968 H&M logo

1968 to 1999 H&M logo

• After the merger with Mauritz Widforss, the logo evolved to include “Hennes & Mauritz” with the abbreviation “H&M” prominently displayed.
• The logo featured the full name “Hennes & Mauritz” separated by the central “H&M” emblem, which was enclosed in an oval shape.
• The typeface was bold and clear, with “H&M” taking a central position and the full names in uppercase on either side.

1968 H&M logo

1968 to 1999 H&M logo

1999 to now H&M logo

• The modern H&M logo was introduced in 1999 and has remained relatively consistent since then.
• The logo features the “H&M” abbreviation in a bright red, italicized, and handwritten style, reflecting a youthful and dynamic brand identity.
• This current logo is simplistic and easily recognizable, focusing solely on the “H&M” letters without any additional text.

1999 to now H&M logo

How to tell if H&M is vintage from the tags

The evolution of H&M tags reflects the brand’s development over the decades, showcasing changes in design, branding, and manufacturing details. By examining these tags, you can identify the era a garment comes from and determine if it’s vintage.

Need help with vintage tags or labels? Submit a picture on our vintage tag identification page, and we’ll assist you!

1990s vintage H&M tags

• Features the full brand name “Hennes & Mauritz” in bold, serif lettering.
• Tags are typically white with grey or black text.
• Simple and minimalist design with clear size indicators.

1990s H&M tags

2000s vintage H&M tags

• Introduction of more modern and sleek designs.
• Tags often feature the “H&M” logo prominently in black or white.
• Inclusion of size and fit details such as “Slim Fit” or “Regular Fit” on separate tags.
• More frequent use of darker colors and high-contrast text.

2000s H&M tags

2010s vintage H&M tags

• Further refinement of modern aesthetics with streamlined logos.
• Tags often use a variety of materials and colors.
• Incorporation of detailed fit descriptions like “Crewneck Sweatshirt” and “Relaxed Fit.”
• Introduction of special lines such as “L.O.G.G.” and “Divided,” often denoted on the tags.

2010s H&M tags