H&M is about to launch a new brand called Nyden that will specifically target millennial consumers. The label's name comes from the Swedish words "ny," meaning new, and "den," meaning it. The team will be led by Oscar Olsson, and according to H&M, the collections will resonate with younger audiences who "[are] more sensitive than ever to credibility, authenticity, and personality." If you're a shopper who cares about quality brand experience — think Everlane and Reformation — Nyden might be up your alley.
Currently, Nyden's Instagram account has a few black 'grams and a video montage. Aside from that, no other information, including a launch date, has been revealed. We do know the clothes will be available to shop online and there will also be immersive pop-up events. While everyone waits for the official launch, you can sign up on Nyden's website for the latest news.