Following up on H&M’s minimalist uniform imprint Arket, their next brand move is to launch an inexpensive luxury label. They’ve just announced their launch into the high-end sector with their new brand Nyden. Who else is excited?
As reported by Refinery29, The new brand name, Nyden fuses two Swedish words ‘ny’ and ‘den’, meaning ‘new’ and ‘it’. Despite that, the brand will not be following new trends or the traditional fashion calendar. All new releases will be in short supply and prices will vary depending on the item. Olsson, Head of H&M’s Innovation Lab, developed the brand which will be the ninth on the H&M roster. Nyden will be a collaborative label and will begin their first affiliation will be with tattoo artist Doctor Woo and the Swedish actress, Noomi Rapace.
According to H&M, the brand will be a “smaller start-up” with a younger, savvier audience who is interested in genuine experience. The launch date hasn’t been set yet but clothes will be available through e-commerce and immersive pop-up events. Sign up to find out more information about Nyden.
Who else is ready for Nyden to launch?
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