Whyred

Whyred was launched in 1999 by sleek and talented fashion designers Roland Hjort, Jonas Clason and Lena Patriksson Keller, and was born out of an insatiable desire to design a line of bold and adventurous garments for smart and courageous men and women. The name derives from a vintage 1950s radio interview with celebrated artist Sven X Erixon, Roland Hjort’s grandfather, in which the interviewer expressed a desire to learn his favourite colour. When Sven replied, ‘red,’ the interviewer went on to ask, ‘Why red?’ to which Sven in a wry, deadpan fashion responded with, ‘All right, blue then.’ Since its inception at the turn of the century, Whyred has developed a substantial following, particularly among stylish, street-smart individuals who embrace sophisticated modernist culture with passion and vigour.