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H&M group to unveil new 'co-created' brand

The H&M group is gearing up to launch a new online brand called Nyden, aimed at millennial customers.

Nyden, which will be sold online and via pop-up shops, will engage with selected “tribe leaders”, or influencers, to “co-create” the clothing.

Two co-creators, celebrity tattoo artist Dr Woo and Swedish actress Noomi Rapace, are already on board. They will be able to visit the brand’s studio in Los Angeles and select fabrics for designs.

The design process is expected to take three to four weeks before customers are able to buy the products.

The brand, which is expected to debut in early 2018, is led by former head of H&M’s innovation lab Oscar Olsson.

Olsson has held various roles at H&M since he joined in 2013, until his departure in September to lead the new brand.

Nyden’s drops will be limited, Olsson told The Cut.

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