Introducing Nyden

2018 is off to an exciting start for the retail world as we await the launch of H&M's latest brand Nyden.

Taken from two Swedish words meaning 'new' and 'it', the brand will solely be sold through pop-up events and online platforms and will be aimed mainly at millennial consumers. 

Described as offering “affordable luxury”, Nyden aims to not follow trends or the traditional fashion calendar and will collaborate with “Tribe Leaders” and influencers to co-create the clothes with the first two being actress Noomi Rapace and tattoo artist Doctor Woo.

We can’t wait to see and hear more - until then click here. and join the tribe.