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Translated by
Nicola Mira
Published
Jul 6, 2018
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Founder of H&M group label Nyden jumps ship

Translated by
Nicola Mira
Published
Jul 6, 2018

Nyden was created by the H&M group as an experimental label, to enable the Swedish fashion giant to gauge the appetite of younger customers for its apparel, upending the traditional modes of fashion distribution by relying on pop-up stores, online sales and a string of collaborations with celebrities from all over the world. A project whose first capsule collection was launched in early April. Yet, only three months after the launch, Nyden’s initiator and CEO Oscar Olsson has jumped ship, as indicated on his LinkedIn profile.


Oscar Olsson joined the H&M group in 2013 - Nyden


The reasons for his departure aren’t yet known. According to Business of Fashion, Olsson is keen to work on other projects away from H&M. Without Olsson at the helm of the label he himself set up, it is only fair to wonder about the continuation and future of Nyden.

Oscar Olsson started with H&M in 2013 as Global Controller, then he became Head of Expansion in Switzerland for the Swedish group, before taking charge of the group’s expansion for the region comprising France, the Netherlands, Austria, Belgium and Switzerland. In January 2017, he created and directed H&M’s innovation lab, which in summer 2017 spawned Nyden. As Oscar Olsson described it, “The mission of Nyden is to create what fashion can be in 10 years.” Celebrities like footballer Jérôme Boateng and pop singer Dua Lipa collaborate with the label.

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