Jérôme Boateng to design collection with H&M's /Nyden

H&M Group’s newest brand, /Nyden has confirmed that it is teaming up with German International footballer Jérôme Boateng to design a collection of clothing that reflects his “unique style” to launch in spring 2019.

Boateng, defender for Bayern Munich and Germany's national football team, said in a statement: "I have always liked wearing clothes that help me stand out quietly, not loudly. /Nyden understands my sense of style and shares my vision.

“Together, we will create a line that enables anyone to look sharp at all times – travelling on a plane or a bus to a match, a day out with family or a late dinner in the bright lights of the city. It'll be a mix of classic, casual and striking to help people express themselves without being too loud."

Stina Force, creative director of /Nyden added in a press release: "Jérôme is a leader on and off the football field. He knows it isn't just the clothes that make the man – it's how he wears them.

“This makes him the perfect tribe leader to act as an ambassador for our brand. We are eager to work with him to help people from all backgrounds emulate his style and confidence.”

/Nyden confirms collaboration with footballer Jérôme Boateng

The release adds, that the ninth brand from Swedish fashion company Hennes and Mauritz, wants to channel Jérôme's "integrity and humble arrogance" into the designs for his collection.

/Nyden also confirmed that it is working on collaborations with tattoo artist Doctor Woo and actress Noomi Rapace, and adds “more announcements” are to come in the coming weeks.

The millennial-focused label describes itself as a non-traditional fashion brand, rather a “platform with a soul, co-creating with talented tastemakers and empowering their creativity”. /Nyden adds that it doesn’t have collections or seasons, instead “just a stream of relevant drops and events” and that it puts “tribe leaders” at the forefront of the design process.

Image: courtesy of /Nyden