H&M has launched many affordable fast fashion collections in collaboration with high-end designer brands, but it is now introducing the first luxury t-shirts from its own /Nyden brand.
/Nyden is being touted as an "affordable luxury" brand for Millennials, and it recently shared a few pieces from its pre-launch collection. The 'Prelaunch v 0.1 tees' include styles for both men and women, with timeless black and white styles, typographic details and imagery. Each shirt retails for a price of €60, or $74, with some of the styles quickly selling out.
The Millennial-targeted brand aims to set itself apart by doing away with collections and seasons, opting only to release "just a stream of relevant drops and events." Following the Prelaunch v 0.1, the site also teases Prelaunch v 0.2 through 0.4.