By Dennis Mahoney

Since I am a big fan of H&M, having made five successful buying trips to the European retailer’s Manhattan locations, I was quite excited by their long-awaited arrival in Chicago. I talked it up to my friends, who were otherwise clueless about what H&M is, and what type of merchandise they would find there. The highlighted great prices, the variety of styles, as well as being able to be outfitted from a business suit to a bathing suit, hat and sunglasses is the main attraction of H & M.

H&M Chicago’s official grand opening was on September 12, but I was lucky enough to snag an invitation to its preview opening two days prior. When the doors opened to the three-story store, I bolted up the escalator to the men’s floor, because as an experienced H&M shopper I knew it was definitely a grab-n-go kind of shopping atmosphere. Almost like a never-ending Christmas. No time for hesitation, and forget about trying anything on because you’ll never get near a fitting room.

What I found was nothing like my Manhattan experiences. Sure, there was a vast selection of the stylish clothes—hip form-fitting shirts in a variety of patterns and stripes, sharply cut suits and trendy looking athletic toggery. Not to be outdone by, puffy outerwear jackets, slim fitting sweaters and a heavily stocked wall of accessories that includes skater-esque wool knit caps, sunglasses, all sorts of jewelry and even leather messenger bags. But due the “preview” nature of the night, not many people were actually doing any shopping. More interested in listening to the thumping music, the free flowing drinks and mingling with other attendees, most of the folks appeared that they were there to look, but not touch.

I didn’t treat the night as a standard museum benefit, so I forwent the drinks, hors d’oeuvres and any mingling and went straight for the European-cut shirts that I bought by the armfuls at H&M’s Manhattan locations. And H&M certainly did not disappoint. Partly due to the retailer’s competitive pricing, I made it out with a two shirts that go from work to nightlife without having to make a mad dash home to change, a fitted graphic t-shirt and a pair of sunglasses, all for $55.

Men will find that H&M merchandise is cut a bit slimmer than standard American sizes, with shirts cut to fit the body more snugly, and pants a bit more body conscious. It might be a wise idea to actually go up a size than you normally wear. Don’t worry though, the European nature of the cut is the reason for this—you more than likely have not gained 10 pounds since walking in off of the street.

I would not advise buying a clothing gift for your girlfriend or wife at H&M. Again, solely due to the size and cut differentials. I heard a few women report that they actually had to go a size down in most of the clothes—much to their joy and wonderment. So if buying a gift, do yourself a favor and stick to the plentiful jewelry selection or other accessories. Or better yet, purchase a gift card and let her go shopping there with her girlfriends for a full afternoon. H&M’s selection of styles warrants it. Trust me.

H&M is now open in Chicago at 840 North Michigan in the former FAO Schwarz location. Another location is found inside the Woodfield Mall in Schaumburg. Look for another H&M Chicago location on State Street and Washington in the coming months.