H&M announces the arrival of Nyden
The perfect new brand for all Millennials
Fashion
January 4th, 2018
January 4th, 2018
The H&M group reaches nine.
After Cos, & Other Stories, Monki, Weekday, Cheap Monday, H & M Home and Arket, the low cost giant launches Nyden, a term born from the contraction of the Swedish words “ny” (new) and “den” (il). The logo? Minimal: a white oblique bar on a black background.
Called “a creative startup to redefine fashion”, the label will be based in Los Angeles and will be led by Oscar Olsson, head of the group's innovation lab in January 2017, together with the in-house philosopher Alexander Bard.
The strategy? Winking to the new media, to collaborative collections, limited edition, the aspect of “tribe” and Millennials.
Stop following the trends of the moment, seasons or the fashion week calendar.
No more creative directors to dictate the style.
The new brand will be designed from time to time by “tribe leaders”, distinguished guests. The first to collaborate with the label will be the tattoo artist Doctor Woo and the actress Noomi Rapace.
The items will be available exclusively online or in special dedicated pop-up stores.
