WHYRED is all about contrasts. The expected meets the unexpected in a nonchalant elegance. Black in contrast to pure white, hard meet soft and leather meet nylon. We love to play with the conventions and disregard the obvious. Our signature Parka over
a suit, in order to confront sharp tailoring with casualwear.
WHYRED is fashion made well, inspired of classic garments with a history or heritage. The characteristic of our design is wearable reworked classics, with a modern touch. Many garments are inspired by uniforms. The Chino, the tee and the parka. Garments that
deserve to be honoured and preserved. Many of these garments have become the trade mark of the brand Whyred and we call them 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 these are still to this date very important ingredients. Ongoing co-operations with different artists
clarify this heritage.
Whyred has ambition to attract concious people, regardless of age and sex, who share our interest in art, music and tailoring.
The name Whyred came from from an interview in the early 1950’s, with the prominent Swedish artist Sven ”X” Erixon, when he was asked what his favourite color was he answered: ”Red”. ”Why red?”, the interviewer retorted. Known for his rich palette of colours
Sven dryly quipped: ”Well, blue then”.Sven ”X” Erixon is by the way the grandfather of the Whyred designer and founder Roland Hjort.
2014 Whyred celebrates 15 years in fashion!