Take Your First Look at H&M’s New Brand /Nyden

Welcome to the tribe

Words by Nicole Thomsen
April 5th, 2018

In December, H&M announced the launch of a new brand that would arrive in “early 2018”. This week, this new brand, which is called /Nyden, unveiled its first drop online; a small pre-launch collection of streetwear-inspired T-shirts for both men and women which have already begun to sell out.

Prelaunch v 0.1 Tee, €60
Prelaunch v 0.1 Tee, €60

Described as an affordable luxury label aimed at millennials, the name /Nyden comes from the Swedish words “ny”, meaning “new”, and “den” which translates to “it”. The slash references the brand’s “co-creation” business plan which involves collaborating with influencers or “tribe leaders” to create capsule collections. The first of these tribe leaders are Swedish actress Noomi Rapace and tattoo artist Dr Woo who has inked everyone from Cara Delevingne to Miley Cyrus and Emilia Clarke.

Ignoring the traditional fashion calendar, /Nyden states that there will be “no collections, no seasons – just a stream of relevant drops and events.” Though there is little known about the launch date of the brand’s first official collection, you can shop the pre-launch capsule online at nyden.com now. Stay tuned for more.

Prelaunch v 0.1 Tee, €60
Prelaunch v 0.1 Tee, €60