On 6 March 2013, H&M Singapore launched a one-of-a-kind preview party at the flagship store at Orchard Building, featuring the men's cycling collection, H&M for Brick Lane Bikes. Decorated with bicycles and London-inspired fixtures, the Brick Lane Bikes preview at H&M Orchard Building was transformed into a mecca for bikers. Invitees could take a sneak peak at the new collection and make their purchases before it launches to the public the next day.
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