H&M's new millennial-focused brand is taking a page out of Kanye West's playbook
Nyden
- H&M's new millennial-focused brand, Nyden, launched its first collection online this month.
- H&M CEO Karl-Johan Persson wants to create the brand of the future — one that he believes does not follow trends or churn out endless different styles, but sells a limited selection of "affordable luxury" clothing.
- The brand shares several things in common with Kanye West's Yeezy brand.
There has been plenty of buzz around H&M's new millennial-focused brand, Nyden, in the past few months.
This is mostly because it's stayed quiet about what to expect, releasing teaser videos and posting black square photos on Instagram. The information is as minimal as the branding.See the rest of the story at Business Insider
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