Oscar Olsson, the founder, CEO and creative director of /Nyden, has jumped ship three months after the label’s launch."Oscar Olsson, responsible for the Nyden project will not continue at Nyden from July and we are working on appointing a new manager", said H&M to FashionUnited via email.

Launched by the H&M Group in April, /Nyden is an affordable luxury brand aimed at millennials. The label’s concept is to invite “tribe leaders” to design a constant, seasonless flow of capsule collections. Singer Dua Lipa, German soccer player Jérôme Boateng and tattoo artist Doctor Woo are among the personalities recruited to co-design /Nyden’s clothing lines.

According to Olsson’s Linkedin profile, he continues to head H&M’s innovation lab, a role he’s been holding since 2013.


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