Swedish multinational clothing brand H&M will be adding a new brand, Nyden, to their existing retail portfolio, which caters to the millennials.
Oscar Olsson, who is the head of the brand’s Innovation Lab created the exclusive brand Nyden after his team used market research, sociology, and philosophy to look at the future of fashion and how people shop. Unlike a lot of other brands, this new brand will not follow the traditional fashion calendar or the latest trends. This limited edition capsule collection will be known for its affordable prices.
Earlier H&M had launched Arket, offering essential products for women, men and children at staple prices. The latest brand Nyden will be launched in 2018 and will be sold exclusively through pop-up events.
Pic courtesy: Nyden Twitter