Style It Your Way Sunday

Luxurious Brand Made Affordable By H&M

24, Dec 2017


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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.


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