Introducing Nyden...
For 2018 H&M has announced the launch of an “affordable luxury” label called Nyden, with the name being inspired by the Swedish words “ny,” meaning new and “den,” meaning it.
The venture itself is led by Oscar Olsson who has set his sights on the millennial generation and plans to win them over by rolling out collaborations overtime with “tribe leaders” – Oscar’s term for the top of the range influencers, the first of which will be the globally renowned tattoo artist Doctor Woo, who will work in conjunction with the Swedish actress, Noomi Rapace, to baptise the brand by helping it drop its first menswear collection early this year.
If you are interested in the upcoming label head over to their website – which you can do by clicking the following button – and sign up to their updates.
