H&M is set to make a foray into the world of fixed gear cycling through an upcoming partnership with the Brick Lane Bikes shop of East London. The resulting H&M for Brick Lane Bikes collection combines functionality with city style for looks both on and off the bike, highlighting sustainable materials as part of H&M’s Conscious work. The following preview video features interviews with H&M designer Petter Klusell, who explains that H&M reached out to Brick Lane Bikes for their legendary status in fixed gear culture. Chris Christodolo, creative director of BLB, describes the true collaborative nature of the project, highlighted by extensive testing and feedback. Check out the video below, and look for the collection to launch worldwide on March 7th, 2013.