H&M has been riding high this last while, and the brand is showing no signs of slowing down. Following their hugely successful sellout collaborations with Erdem and Kenzo, and the launch of H&M's sister brand Arket H&M today announced their next subsidiary, Nyden, which will launch this year.
Nyden, which fuses two Swedish words, 'ny' and 'den', meaning 'new' and 'it, is headed by Swedish (and brutishly handsome) fashion visionary, Oscar Olsson who has been dubbed as the next big thing in the future of fashion according to insiders (despite his lack of social media, or hardly any major rankings in some of the world's top fashion houses).
Nyden's creative director Oscar Olsson. Picture credit: The Cut
Like its overseer, the brand itself is quite earthy and free-spirited, and the teaser below hints at a feel of Cali-style, tribe influence. Nyden will be the ninth brand on H&M's roster and will be targetted towards younger, savvier, 'millennial' shoppers who are interested in the brand experience as well as the final purchase.
The brand will be a collaborative label according to refinery29, who will work with select 'tribe leaders' to 'co-create' the clothing.
Nyden joins H&M's existing brand portfolio, which includes & Other Stories, Cheap Monday, COS, Monki, Arket and Weekday, as well as its flagship H&M brand. Giving the fashion economic climate, it seems perplexing that such a hugely successful brand would heavily invest in yet another fashion venture. But maybe it's a sign of good things to come for the fashion industry, or maybe the money makers are getting bored of making money....
Though the exact launch date isn't yet known, we do know that it will be an e-commerce site. This is one to definitely watch.