The H&M Group’s vast clothing empire just got a little bit bigger. Joining COS, & Other Stories, Weekday, Monki, Cheap Monday, ARKET is basically a high-end version of H&M itself, and focuses on functional, premium men’s and womenswear based off archival wardrobe staples. “ARKET’s mission is to bring quality through widely accessible, well-made, durable products, designed to be used for a long time” states the new brand’s press release.

Included in the retailer’s debut collection are 2-in-1 jackets, selvedge denim and travel luggage, with a bucketload of anyone-could-wear-it wardrobe staples. ARKET will launch with a flagship store on London’s Regent Street, with prices ranging from £19 for a T-shirt (around $25) to £250 ($330) for a 2-in-1 parka.

Check out a selection of pieces from ARKET’s debut menswear collection, which launches at the London store on August 25, with future European flagships in the works.

The ARKET online store launches August 25 as well,  you can sign up online and pre-shop from August 23.