H&M Is Launching An Affordable Luxury Brand For Young Folks
H&M is creating a new luxury company called Nyden (combing Swedish words “new” and “it.”) that will be a sort of luxury brand for millennials, led by Oscar Olsson.
Although Olsson will head up the label, Nyden will operate via “tribe leaders,” who will “co-create” the clothes that they want to see in the world. The first of these will be actress Noomi Rapace and tattoo artist Doctor Woo.
Olsson says Nyden, which will launch in early 2018, hopes to appeal to a customer they call the “Netocrat.”
“The Netocrat is more sensitive than ever to credibility, authenticity, and personality,” Olsson told The New York Magazine. “They’re also more sensitive than ever to exploitation of themselves or other people.”
Nyden will be sold exclusively and via pop-up events.
Read more at Harper’s BAZAAR UK.