Imaging technology firm Kodak has collaborated with fashion brand H&M to produce an exclusive divided menswear capsule collection for the Autumn/Winter 2018 season.

The 15-piece Kodak x H&M collection is inspired by the updated Kodak logo, washed out with a mustard yellow, poppy red, black and white colour scheme featuring the signature Kodak film print design. The items are available in selected H&M stores in Hong Kong as well as on HM.com.

Skaterboy-style nostalgia is drawn on in the collection, reinvented with constructed and fitted silhouettes. Items include yellow Kodak logo print hoodies, sweaters, and printed caps.

Kodak has been working on collaborations to drive brand awareness and advocacy with new audiences. Last month, the firm released an apparel collaboration with Forever 21, also using many of the original colors from Kodak branding and packaging from the 90’s, drawing inspiration from the company’s days as a Nascar race team sponsor.

“Rather than be a fad or trend, we want to retain an aspirational product aimed at our core audience and those that they influence,” said Dany Atkins, chief brand officer at Kodak. “What could be better for a brand transformation than everyone wearing your logo on a t-shirt?”