COS began as a London-based fashion concept in 2007.
The brand was created by H&M Group to offer modern, minimalist clothing with an emphasis on design, cut and materials. Its first store opened on London’s Regent Street, giving the concept a prominent international launch location.
COS stands for “Collection of Style.” It is not simply a renamed H&M department: the brand has its own design identity, stores, pricing structure and product presentation.
COS is commonly confused with ARKET because both use restrained, contemporary aesthetics. COS launched in 2007, while ARKET was introduced a decade later and was conceived as a broader lifestyle brand with home and food categories.