• H&M’S new brand Ny­den un­veils first pieces

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With the launch of Ny­den, the H&M’S new brand the group has cho­sen to space out the re­lease of its first pieces. The mil­len­nial-tar­geted la­bel is some­thing of a lab­o­ra­tory for the Swedish com­pany, see­ing as it will start as an on­line ex­clu­sive, be­fore mov­ing on to in­cor­po­rate pop-ups. The brand’s first cap­sule in­cludes prod­ucts for both men and women - Ny­den

The first Ny­den cap­sule has been un­veiled on­line and is cur­rently avail­able for pre-or­der be­fore its of­fi­cial launch on April 3. The col­lec­tion is made up of a se­ries of five t-shirts for women and four for men, each fea­tur­ing dif­fer­ent graphic riffs on the brand’s name which ap­pears in a font rem­i­nis­cent of a heavy metal band on one piece, or as graf­fiti scrawled across a poster on an­other. The brand’s name ap­pears in a heavy metal font on one of the cap­sule’s t-shirts – Ny­den. Each cot­ton t-shirt is made in Turkey and priced at 60 eu­ros.

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