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start / Brands / Whyred

Whyred

Whyred

The Swedish fashion miracle, Whyred was founded in 1999 by Roland Hjort, Lena Patriksson and Jonas Clason. The name was inspired by a radio interview when Hjort's grandfather, the well reputable artist Sven Erixon, was questioned what his favourite colour was. He answered red but was then asked "Why red?" and quickly answered "Well... Blue then!". Contrasts like this one is what has embossed Whyred. The brand can be seen as a perfunctory meeting between the expected and unexpected. Season after season Whyred deliver collections with street-smart and wearable garments designed with an aesthetic awareness.