H&M in a storm because of fictional metal band T-shirts | RetailDetail

H&M in a storm because of fictional metal band T-shirts

H&M in a storm because of fictional metal band T-shirts

Metal bands and their die-hard fans are not happy with H&M's newest project: the Swedish fashion chain launched a collection of T-shirts based on fictional metal bands. A huge social media backlash, on Facebook and YouTube, immediately followed.

"H&M doesn't stand for Heavy Metal"

Bands like Metallica, Guns 'N Roses or Slayer have their shirts on sale at H&M, but the clothing company took its newest project a step further: it designed T-shirts with their own logos, based on fictional metal bands.


Actual metal fans did not like this new approach one bit and they immediately hit back on social media: they launched Facebook pages for these fictional bands and even posted Youtube videos displaying of the bands' unsavoury 'behaviour': one band is shown to have a dispute with the French government, another promotes hate and violence and another is openly a fan of a neo-Nazi movement.


H&M has emphasized its designers "did not draw inspiration from existing bands", but marketeers point out the dangers of using a (often) dark-edged subculture: "There is so much controversial stuff which is definitely not suitable for mass marketing", they said. Metalheads also despise "posers", leading campaigns like this to backfire...

Questions or comments? Please feel free to contact the editors

Spar makes ambitious entry into Greece


Spar International has set its sights on Greece as the next country to conquer and lead as the foremost independent food retail chain. Spar Hellas will cooperate with Asteras and Mesis to develop more than 500 Spar stores over the next four years.

Dr. Oetker buys half of Freixenet


Henkell, which is Dr. Oetker’s drinks division, has acquired slightly more than half of cava brand Freixenet’s shares. Following two years of negotiations, both companies struck a deal, even though the German food giant will not reign supreme at Freixenet.

Picnic confirms German arrival


There had been rumours that Dutch online supermarkets Picnic was trialing in Germany, news its co-founder Michiel Muller has now confirmed.

Délifrance joins FFC's portfolio


Dutch Franchise Friendly ConceptsDélifrance Benelux acquisition is in full swing. The franchise organization will obtain the French sandwich chain’s Benelux master franchisee on 1 April.

IKEA has developed actual "bug burger"


SPACE10, furniture giant Ikea’s innovation lab, will present a healthy alternative to the classic hamburger, where the meat is replaced by red beets and mealworm. It is also working on a “dogless hotdog”;

Supermarkets' price difference with neighbouring countries grows


Belgian supermarkets are increasingly more expensive than those in neighbouring countries according to Prijzenobservatorium’s research. Shoppers in France, Germany and the Netherlands quickly pay 10 % less.

Back to top