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COS, the "new fashion brand that puts the haute in high street," has opened in London.

According to the press release issued by H&M:

COS splices its design flair with attainable prices for both men and women.
These are immaculately produced wardrobe perennials: incorporating clean-cut
accessible design with just a wink of character; a subtle design twist that
lends each garment a modernist edge.

COS's London launch will be followed by a roll-out tour of COS store openings in
Germany, Belgium and the Netherlands at the end of March. Ten stores are planned
to open by the close of 2007.