‘Deconstructing stereotypes’: The cult witch movie you need to watch on Halloween
‘Deconstructing stereotypes’: The cult witch movie you need to watch on Halloween

Jennifer McShane

The quilted jacket is the staple to see you through winter
The quilted jacket is the staple to see you through winter

Holly O'Neill

This picturesque Victorian Bray home is on the market for €975,000
This picturesque Victorian Bray home is on the market for €975,000

Megan Burns

Sunday Service: There’s a new free self-care series made by women, for women
Sunday Service: There’s a new free self-care series made by women, for women

Sarah Finnan

‘A botanical paradise with spectacular views’: The hotel you need to visit on your next trip to Cork
‘A botanical paradise with spectacular views’: The hotel you need to visit on your next...

Shayna Sappington

‘I’m an obstetrician who became pregnant with twins via an egg donor. This month they turn 5’
‘I’m an obstetrician who became pregnant with twins via an egg donor. This month they...

Amanda Cassidy

Period dramas on Netflix and Amazon Prime to watch while we wait for ‘The Crown’
Period dramas on Netflix and Amazon Prime to watch while we wait for ‘The Crown’

Erin Lindsay

The world’s most sustainable travel spots revealed
The world’s most sustainable travel spots revealed

Amanda Cassidy

Indoor Halloween activities for kids to get you through the mid-term
Indoor Halloween activities for kids to get you through the mid-term

Lauren Heskin

Planning a festive trip to London this year? These hotels really know how to do Christmas
Planning a festive trip to London this year? These hotels really know how to do...

Sarah Finnan

Image / Fashion

Say Hello To H&M’s Latest New And Affordable Brand ‘Nyden’


by Niamh ODonoghue
04th Jan 2018
Say Hello To H&M’s Latest New And Affordable Brand ‘Nyden’

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.

A post shared by /Nyden (@wearenyden) on

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.

Also Read

Say Hello To H&M’s Latest New And Affordable Brand ‘Nyden’
FASHION
5 fashion secrets from seriously stylish women

Want to dress to be your best? Follow these tips from contributing fashion editor Marie Kelly. The secrets to great...

By Marie Kelly

Say Hello To H&M’s Latest New And Affordable Brand ‘Nyden’
FASHION
The best street style from New York Fashion Week

By Holly O'Neill

Say Hello To H&M’s Latest New And Affordable Brand ‘Nyden’
FASHION
Coops the Label: The beautiful new intimates line to rival that of Kim K

Joanna Cooper has just launched her own intimates line, with Coops the Label officially available to shop online as of...

By Sarah Finnan

Say Hello To H&M’s Latest New And Affordable Brand ‘Nyden’
FASHION
The best street style at Copenhagen Fashion Week

Copenhagen Fashion Week has begun and the three-day long Scandi event’s street style is cool as ever. From rubber boots...

By Holly O'Neill

Say Hello To H&M’s Latest New And Affordable Brand ‘Nyden’
FASHION, SHOPPING
5 key layering pieces to stay chic and cosy for outdoor dining

Adding a few key pieces to your wardrobe will mean you can be ready for whatever weather autumn throws at...

By Louise Slyth

Say Hello To H&M’s Latest New And Affordable Brand ‘Nyden’
FASHION
10 of Meghan Markle’s all-time best royal looks

The Duchess of Sussex’s status as one of the world’s biggest influencers has been cemented by statistics from global fashion...

By Jennifer McShane

Say Hello To H&M’s Latest New And Affordable Brand ‘Nyden’
FASHION
5 autumn trends that took over NYFW street style

The new season trends taking over this fashion month.Autumn wardrobes have fully arrived with the NYFW street style set, so...

By Holly O'Neill