By  on January 18, 2019

Nyden, the nascent H&M-backed brand that has harnessed the power of social media, is poised to scale.

The start-up will make its way to its parent’s platform, hm.com, while continuing to operate its own e-commerce site. A spokeswoman for H&M said Nyden will maintain its distinctive, edgy image on the H&M e-commerce site and will continue to produce its own original advertising and marketing imagery.

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