H&M is undoubtedly one of the most successful fashion companies of our time. But as consumers question the social and environmental impacts of the fast fashion model and online players such as Asos and Boohoo offer fierce competition, the last decade has seen the Swedish apparel giant looking to rely less on its namesake brand. In the last two...
Nov 27, 2018
H&M Group is rethinking its new Millennial-focused brand, /Nyden, just six months after its launch. First intended to be an independent label, /Nyden has been integrated into H&M’s website this week, following the dismissal of founder, CEO and creative director Oscar Olsson in July. The company said on an email to FashionUnited that /Nyden’s...
Oct 16, 2018
Inspired by Copenhagen Fashion Week which took place last month, FashionUnited is looking at the Nordic codes that inspire the slow life trends. In the region, sustainable products and organic materials are synonymous with low consumption. From furniture to decorations, Scandinavian design is distinguished by its minimalism and functionality....
Sep 6, 2018
Oscar Olsson, the founder, CEO and creative director of /Nyden, is rumored to have jumped ship three months after the label’s launch. His Linkedin profile says his experience as co-founder and CEO of the label ended in July 2018. FashionUnited contacted H&M for comment, but the company has yet to confirm or deny Olsson’s departure. Launched by...
Jul 6, 2018
British singer/songwriter Dua Lipa, known for hits like "New Rules", is set to co-create four capsule collections together with H&M’s new brand /Nyden. "Dua is one of the most renowned pop artists in the world today. Her strong and fierce attitude, not to mention distinctive style, make her a perfect fit for the /Nyden tribe and philosophy,"...
May 25, 2018
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...
May 21, 2018
London - /Nyden, the ninth brand from Swedish fashion company Hennes & Mauritz, has unveiled its first pre-launch apparel drop. The millennial-focused brand, which is under the creative direction of the former head of H&M’s innovation lab Oscar Olsson, has launched a series of black and white t-shirts ahead of its debut, online at its new...
Apr 4, 2018
Hennes & Mauritz Ab (H&M) had announced plans to launch its ninth brand during its nine-month report to August 31, 2017. Now in an interview with The Cut, the brand's creative director Oscar Olsson has revealed that the new label Nyden — which combines two Swedish words, “ny” and “den,” meaning “new” and “it” respectively will be launched in...
Dec 22, 2017
