Couple weeks ago, H&M announced they are closing down stores because of declining sales.
But they have other business in mind and they are coming up with a new brand.
“/Nyden”, is the name and it’s an affordable luxury brand that serves the younger crowd.
Pronounced as “ni-dan”, it means “new” and “it” in Swedish. The brand will not be following trends, but a symbol for the youngsters to look up to.
Led by one of H&M top executive, Oscar Olsson (below), a Swedish actress and a tattoo artist will be joining the team of design.
Tattoo artist, Dr. Woo
Nyden is expected to launch early next year and a website has been made for you to get in line.