H&M’s new co-created Nyden brand set for a launch in early 2018

Hennes & Mauritz Ab (H&M) had announced plans to launch its ninth brand during its nine-month report to August 31, 2017. Now in an interview with The Cut, the brand's creative director Oscar Olsson has revealed that the new label Nyden — which combines two Swedish words, “ny” and “den,” meaning “new” and “it” respectively will be launched in early 2018.