COS launched in March 2007, founded by Karl-Johan Persson, grandson of H&M founder Erling Persson, as a sister brand within the H&M Group. The name stands for 'Collection of Style,' reflecting its focus on minimalist, considered design across womenswear and menswear. It opened its first flagship on London's Regent Street and has built a reputation for contemporary basics that sit above fast fashion in quality without luxury pricing.