whyredF1028STOCKHOLM, Feb 2, 2010 / — Whyred was born out of the need for a brand embodying the modernist credo of dressed wear for the stylistically conscious. The idea was to develop a distinctively personal elaboration of mod culture’s street smart elegance.

The designers understand Modism as clean dressing under difficult circumstances, a paraphrase of Peter Meaden’s famous quote ”clean living under difficult circumstances”.

Whyred was and still is about raising aesthetic awareness and create new expressions. With the vision of building a label that could give the consumer a modern experience and exceed the expectations with regard to design and quality, friends Roland Hjort, Lena Patriksson Keller and Jonas Clason founded Whyred in 1999.

The name came from chief designer Roland Hjort’s grandfather, the prominent Swedish artist Sven ”X” Erixon. Asked in a radio interview in the early 50s to tell his favourite colour, Sven answered: ”Red”. ”Why red?”, the interviewer retorted. Known for his rich palette of colours Sven dryly quipped: ”Well, blue then”.

Taking good tailoring and contemporary music and art world as its point of departure, Whyred has earned the epithet ”the Indie superlabel”. Authentic and visionary, Whyred appeals to the confident and adventurous consumer.

The labels goal isto create intelligent luxury – elegant garments with a casual luxurious feel as opposed to the brash and the vulgar.