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 website.
Entitled ‘Prelaunch v o,1 tee, the cotton t-shirts feature prints and logos
and retail for 60 euros (52 pounds). One black t-shirt for men, featuring
the brand’s name has already sold out. The prelaunch is set to be followed
by another 3 prelaunch drops, which will be released throughout the year.
/Nyden stresses on its new website that it is ‘not a traditional fashion
brand.’ Rather than working with a fixed in-house team of designers, /Nyden
works with a group of selected designers, or “tribe leaders”, who
will co-create the apparel.
In addition, the brand will not be launching collections according to
seasons. Rather it aims to drop new apparel and host events whenever
relevant. “Power shifting to the people is the next wave of fashion. /Nyden
wants to empower that wave,” said Olsson on the brand.
Photo: /Nyden, website