H & M launches new brand Nyden

H & M has added a new brand to its portfolio called Nyden.

Just months after launching Arket, a brand that focuses on quality products, the sweedish clothing company announced that the new brand will be unveiled in early 2018. The name combines two Swedish words, meaning 'new' and 'it' and will mainly focus on millennials whom the brand refers to as 'the Netocrat'.

Oscar Olssen who has worked at H&M since 2013 will head the new label. He was first in H&M's expansion team and then as head of it's Innovation Lab. In addition, the brand will appoint 'tribe leaders', who will 'co-create' the clothes that they want to see in the world. For the first collection, actress Noomi Rapace and tattoo artist Doctor Woo will serve as 'tribe leaders'.

'The Netocrat is more sensitive than ever to credibility, authenticity, and personality,' Olsson told The New York Magazine. 'They're also more sensitive than ever to exploitation of themselves or other people.'

Nyden will initially be sold online and through pop-up events and will not follow the trends or adapt to the official fashion calendar. Prices will vary depending on the product. It is the ninth brand of the H & M group after H & M, H & M Home COS, Weekday, Cheap Monday, Monki, & Other Stories and ARKET.

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