Photo: Mixmag

LONDON — British post-dubstep pin-up James Blake has announced today that he will be launching his own range of stylish-but-minimal button-down shirts to be sold in H&M stores across Europe and North America.

Blake’s brand, Measurements, is due to be launched at the end of the month and will begin with a select range of men’s collared shirts in various shades of grey.

The shirts will be 100% organic-made fair trade Egyptian cotton and styled with an embroidered “JB” on the pocket; inspired by Blake’s own designs.

The product line will launch with three styles: ‘God, I Miss Her’ – a charcoal grey with an Albany collar; ‘She Never Knew I Loved Her’ – a off-metallic blue-grey with short sleeves; and ‘It Always Rains When You’re Gone’ – a light grey long sleeve with two buttons on each lapel.

“So many shirts are too fussy,” says Blake in a press release.

“They have so much detail and the wide range of colours is enough to give you a headache.”

“We approached James because we liked his style and grey is set to be this year’s new black,” added Sylvia Morrison, the UK spokesperson for H&M.

So, when’s the drop?

The shirts will be launched later this month at Oxford Street’s flagship H&M store in central London, with a North American launch planned for later in July.