Whyred is a Swedish fashion brand based in Stockholm founded in 1999 by Roland Hjort. WHYRED got its name from an interview in the early 1950´s with the prominent swedish artist Sven “X:et” Erixon. When he was asked what his favourite colour was he answered: “Red”. “Why red?”, the interviewer retorted. Known for his rich palette of colours Sven dryly quipped: “Well, blue then”. Sven “X:et” Erixon is the grandfather of WHYRED’s creative director and co-founder Roland Hjort.


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 theese 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 MadonnaThe HivesOasisTeddybearsHaim, 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.


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