# Millennial Luxury T-Shirts H&M's /Nyden Brand Pre-Launched Affordable Luxury Basics By Laura McQuarrie | Published 2018-04-05 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/luxury-tshirts References: [designtaxi](http://designtaxi.com/news/399069/H-M-s-New-Affordable-Luxury-Brand-Nyden-Debuts-Its-Very-First-Products/) & [eu.nyden](https://eu.nyden.com/) H&M has launched many affordable fast fashion collections in [collaboration with high-end designer brands](https://www.trendhunter.com/trends/uniqlo-c-springsummer-2025), 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](https://www.trendhunter.com/trends/loft-love), 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. ## Trend Insights (Trend Hunter) - Score: 4.8/10 - Popularity: 49% | Activity: 88% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### Key Themes Behind This Trend - **Affordable Luxury Fashion:** Opportunity for other clothing brands to create a line of affordable luxury fashion for millennial consumers. - **Seasonless Trend:** Opportunity for fashion brands to follow /Nyden's seasonless approach by releasing relevant drops and events instead of seasonal collections. - **Minimalistic Designs:** Opportunity for designers to focus on uncomplicated, high-quality, and timeless designs for affordable luxury clothing to attract millennial consumers. ### Where This Applies - **Fast Fashion:** Fast fashion companies can capitalize on the trend of affordable luxury fashion for millennial consumers by creating their own version of H&M's /Nyden line. - **E-commerce:** The e-commerce industry can benefit from the seasonless trend by creating a platform that features relevant drops and events instead of seasonal collections. - **Textile Industry:** The textile industry can take advantage of the minimalistic design trend by producing high-quality, sustainable, and long-lasting fabrics for affordable luxury brands. ## Related on Trend Hunter - [UK Designer T-Shirt Collabs](https://www.trendhunter.com/trends/uniqlo-x-anya-hindmarch.md) - [Avant-Garde High Streetwear](https://www.trendhunter.com/trends/hm-x-glenn-martens.md) - [Elevated Luxury Tights](https://www.trendhunter.com/trends/elevated-luxury-tights.md) - [Retail T-Shirt Brand Expansions](https://www.trendhunter.com/trends/true-classic-1.md) - [Collaborative Circular Collections](https://www.trendhunter.com/trends/heron-preston-1.md) - [Understated Luxury Menswear](https://www.trendhunter.com/trends/coofandy.md) - [Digital-First Luxury Apparel](https://www.trendhunter.com/trends/mmerch-1.md) - [Show-Inspired Tropical Apparel](https://www.trendhunter.com/trends/the-white-lotus-1.md) - [Quick-Drying Summer T-Shirts](https://www.trendhunter.com/trends/classic-tee.md)