Umdondoshiya wemfashini esheshayo yase-Swedish i-H&M nakanjani isesimweni esikhululekile ehlobo, njengoba kuboniswa yilokhu kubuka kuqala kweqoqo laso lakamuva, elikhonjiswa imodeli e-blond u-Bo Develius. Iphinde ihlangane nohlobo lwe-Swedish, u-Bo unikeza okukhethiwe kwamatee aphrintiwe neziqongo zamathangi, okugqugquzelwe ihlobo lamafestivali omculo. Uzilungiselela ukushaya inkundla ukuze alalele umculo awuthandayo, u-Bo ukhetha izinombolo ezinemigqa noma amathiyizi aphrintiwe abungaza amamuvi ayisakhiwo sodumo, ewahlanganisa nezikhindi zedenim zaseBermuda, amakepisi e-baseball nezibuko zelanga ze-acetate.