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