Swedish Whyred embodies a grown-up, no-fuss approach to dressing with collection pieces that become classic wardrobe staples year after year. Whyred is a combination of clean lines, neat shapes and quirky details. All pieces are inspired by music and art scenes and the design concepts are generally appreciated by clients who have an intellectual appreciation for these genres of inspiration. The designs are faithful to the simplicity of postmodern aesthetics, Roland Hjort, the creator, has created classic, wearable designs with a modern twist that are Whyred's signature.

Whyred was founded in 1999 by designer Roland Hjort together with his former colleagues Jonas Clason and Lena Patriksson. The trio was working for H&M together and discovered that they shared the same interest for fashion and was actually perfectly complementing their strengths. This is when the idea for a common project was born. Roland would be acting as a creative director and face for the brand, Jonas and Lena would share their expertise in marketing and production. The brand first started exclusively with mens wear soon expanding in to womens wear line in 2000. And lastly shoes and accessories around 2007.

Masculinity is still an important part of this super indie brand known from the distinctive style that plays with the gender roles and respects the world of fine tailorship and utilitarian style. Background with tailored garments gives a definitive base for designer Roland Hjorts vision. Whyred DNA consists of influences from Art, Music and Tailoring. Three things that has build the base for designer Roland Hjorts vision from the day one. Classical elements and sharp silhouettes are mixed with new proportions and materials. And for the most with strong inspiration for the overall feeling from stars like David Bowie and Bobby Gillespie and 70´s mod culture. The name Whyred comes from a history about Roland Hjort´s grandfather and great artist Sven “X:et” Erixon: “X:et” was giving an interview for a magazine in the early 1950´s. He was asked about his favourite colour and he answered “Red” the interviewer retorded “Why red?”. Sven “X:et” ,who was known from his rich use of colours in his paintings, dryly answered back “Well, blue then.”

Originality and classical garments greats the base for the brand. Collection of Whyred Heroes have been around since many years back and are still keeping their position as our wardrobe essentials. For example parka coats like Highboy and Star or Bergman and Ingrid peacoats and shoes like Göthberg and Beeto and bags like Ona, Alanya and Poplar as the Whyred must haves for every scandinavian. Today Roland is the only one left from the founder trio continuing as a creative director for the brand and as the head designer for the Whyred womens wear collection. Designer Jonas Bladmo is working as a head designer for Whyred mens wear collection. Jonas Clason has since founded ATP Atelier together with Maj-La Pizzelli and Lena Patriksson is working with puplic relations and marketing. During the long and succesfull career Hjort has been honoured many times: first in 2002 as a designer of the year in Elle Gala later he has won Café Magazines big fashion price and gold button (Guldknappen) in Damernas Värld gala in 2014.