COS is the H&M Group brand known for minimalist design and founded in 2007.
COS stands for “Collection of Style.” H&M launched the concept in London, where its first store opened on Regent Street in March 2007. The brand was designed to sit above H&M in price and emphasize modern, durable pieces rather than rapidly changing trends.
Its minimalist identity draws on architecture, graphics, art, and industrial design. COS sells clothing and accessories for women and men, with a focus on clean silhouettes, restrained colors, and construction intended to remain relevant beyond a single season.
A common mix-up is confusing COS with & Other Stories, another H&M Group brand. & Other Stories launched later, in 2013, and has a broader beauty-and-fashion concept. COS’s first North American store opened in 2014, extending the London-born label’s international reach.