The brainchild of Oscar Olsson, who has headed up the H&M's innovation lab since 2013, /Nyden takes its name from two Swedish words, “ny” and “den,” meaning, respectively, “new” and “it.” Its logo - a bold slash - symbolises what the brand calls “co-creation.”
By “co-creation,” /Nyden means it will recruit personalities, or “tribe leaders”, chosen for their “integrity and humble arrogance” to design capsule collections. Tattoo artist Doctor Woo, who is behind the inkings of Brooklyn Beckham and Cara Delevingne, and the Swedish actress, Noomi Rapace, have already been signed up as co-creators.
Its mission statement goes on to decree that there will be “no collections, no seasons – just a stream of relevant drops and events. We [will] put tribe leaders at the centre of the design process, sharing their stories and helping their creativity make an impact.” So far, so cryptic.
Then, yesterday, /Nyden broke its musings on redefining the future of fashion, by releasing a pre-launch selection of T-shirts. In their simplest form, the black-and-white unisex tees have “tribe” printed on the chest, and in their most graphic iterations, bold images printed with “/Nyden pre-launch” are emblazoned across them.
The brand is keeping details of its first official clothing drop close to its chest, but, so far, the hype seems to be working. Those €60 T-shirts have already started to sell out. If there's one thing H&M's innovation lab has cracked, it's harnessing the humble tee as an item of affordable luxury. Follow Wearenyden on Instagram to keep up with the millennials.
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