WHYRED is a Swedish fashion brand based in Stockholm founded in 1999 by Roland Hjort.
Established on the style values of the modernist, Whyred is a combination of clean lines, neat shapes and quirky details. Influenced by the music and art scenes, the design concept, like the client has an intellectual appreciation for these genres of inspiration.
Inspiration is always drawn from the iconic style of the 1960s Mods and an expression taken from The Who’s manager, Pete Meaden represents the Whyred design philosophy; “Clean living under difficult circumstances”. Faithful to the simplicity of postmodern aesthetics, Hjort creates classic, wearable designs with a modern twist that are Whyred’s signature.
We love to play with conventions and disregard the obvious. Our signature Parka over a sharp tailored suit is our way of confronting conventional tailoring with casual dressing. By mixing materials in innovative ways, this creates new expressions. It’s when the expected meets the unexpected in a nonchalant elegance, that’s what defines WHYRED.
The characteristic of WHYRED design is wearable garments with a modern touch. In other words, well made fashion inspired by classic and historical garments. The garments are inspired by various uniforms, chinos, classic t-shirts and, of course, the parka. These are pieces that, we believe, deserve to be honored and preserved. Many of these pieces have grown into our trademark signature pieces, that we today call our HEROES.
WHYRED is Art, Music & Tailoring: where a sophisticated mix of different art forms clarify the essence of the brand. WHYRED has its roots in art and music and it is still very important ingredients of the brand. Throughout the years WHYRED has worked with famous artists such as Madonna, The Hives, Oasis, Teddybears, Haim, Karin “Mamma” Andersson and Jockum Nordström.
WHYRED has an ambition to attract concious people, regardless of age and sex, who share our principle interests in art, music & tailoring.
Whyred has 10 standalone stores in Sweden, Norway and Denmark and also available at retail establishments worldwide and online.
*Whyred flagship store in Stockholm is featured in this listing.