WHYRED AT A GLANCE
Whyred appeals to the anti-conformist, the individual who aspires to a life filled with independent choices and a free-spirited outlook. Whyred embodies a grown-up, no-fuss approach to dressing where collection pieces year after year become classic wardrobe staples. 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.
HERITAGE
With its first collection in the spring summer 1999, Whyred was launched by Roland Hjort, Lena Patriksson and Jonas Clason. The former colleagues from H&M combine their collective skills in design, production and marketing. Whyred has now set out to build the company into a leading European premium fashion brand.
WHY WHYRED?
The inspiration behind the name, Whyred, comes from Roland Hjort’s grandfather, the artist Sven X:et Erixon, who in a radio interview from the fifties was asked about his favourite colour. As his paintings are known for their multitude of colours, he did not quite know how to answer, but said “Red”. When the journalist asked “Why red?”, X:et Erixon replied “Well...blue then”. As with art, fashion should never be one dimensional. The conceptual link with the world of art is still today fundamental to Whyred.
WHYRED ART PROJECTS
Whyred Art Project are series of collaborations with Swedish as well as international artists. The projects will be positioned within the field of art and be distinct and kept separate from the collections. The aim is to highlight contemporary art and through it find inspiration and new perspectives. Art Project simply gives the opportunity to try out fresh ideas and different tools.
MARKETS
With turnover of 45 msek last financial year (06/07) and a forecast turnover of 75 msek in the current financial year (07/08), Whyred is available from around 230 selected stores in 21 countries, including: Sweden, Denmark, Norway, Germany, Holland, Belgium, France, Italy, Spain, Greece, United Kingdom, USA, Canada, Hong Kong and Japan.
OFFICES
Whyred has offices in Stockholm, Copenhagen and Paris and is represented by distributors in Italy, Germany, Norway and Japan.
WHYRED STORES
Whyred currently has three stores in Stockholm: Mäster Samuelsgatan 5, Bruno Götgatsbacken and Pub. A new store in Copenheagen is planned to open in April 2008 along with a new press and sales office.
WHYRED TIMELINE
Spring 1999 The first Men’s collection is launched
Spring 2000 The first Women’s collection is launched
Spring 2001 The doors are opened to the first own shop in Stockholm
Spring 2004 The second store is opened on Södermalm in Stockholm
Spring 2005 The first shoe range is launched with the immensely popular women’s boot
Fall 2005 The Art Project is launched with the award winning collaboration with contemporary artist Jockum Nordström
Fall 2006 Distribution agreements are signed for the Norwegian and German markets (Kaare Lund and Global Bohemians respectively)
Spring 2006 The second Art Project is launched – this time a collaboration with Roger Andersson
Spring 2006 The first collection of eyewear is launched
Summer 2006 A showroom opens in Niels Hemmingsgade in central Copenhagen
Fall 2006 The new flagship store is opened in Stockholm is opened, in Mäster Samuelsgatan 5.
Winter 2006 A showroom opens in central Paris to serve those international markets which are not covered by distributors
Spring 2007 Whyred launch a complete shoe collection for both men and women
Spring 2008 Whyred opens new store, showroom and offices in central Copenhagen
Fall 2008 Distribution agreement signed for the Italian market (ASAP Ltd Spa)
WHYRED CONTACT INFORMATION
Malin Franzén at Patriksson Communication for press inquiries
e-mail malin@patrikssonpr.com or phone + 46 8528 00590
Fia Garvner at Whyred AB for sales inquiries
e-mail fia@whyred.com or phone + 46 8 31 66 57