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 y...
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 y...
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