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H&M’s new brand Nyden unveils first drop

H&M’s new millennial-focused Nyden brand has debuted its first pre-launch drop online.

The streetwear brand’s pre-launch collection comprises four women’s t-shirts and four men’s t-shirts made of cotton, in black-and-white.

Each t-shirt has a retail price of €60 (£52).

It was previously reported that Nyden will engage with selected “tribe leaders”, or influencers, to “co-create” clothing.

The brand is led by former head of H&M’s innovation lab Oscar Olsson. His team includes creative director Stina Force, who is also creative director at H&M’s innovation lab.

Olsson said: “Power shifting to the people is the next wave of fashion. Nyden wants to empower that wave.”

A spokesman for H&M said that Nyden is a “small start-up” within H&M Group’s business development function. He added: ”We are looking forward to telling more about Nyden closer to the launch.”

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