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Whyred

WHYRED is a swedish fashion brand based in Stockholm founded in 1999 by Roland Hjort. The idea behind the brand, is to create a simple and timeless design in high quality but at the same time to play with conventions and disregard the obvious. 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, they believe, deserve to be honored and preserved. Many of theese pieces have grown into their trademark signature pieces.

Throughout the years WHYRED has worked with famous artists such as Madonna, The Hives and Oasis. WHYRED has an ambition to attract concious people, regardless of age and sex, who share our principle interests in art, music & tailoring.

WHYRED is a swedish fashion brand based in Stockholm founded in 1999 by Roland Hjort. The idea behind the brand, is to create a simple and timeless design in high quality but at the same time to play with conventions and disregard the obvious. 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, they believe, deserve to be honored and preserved. Many of theese pieces have grown into their trademark signature pieces.

Throughout the years WHYRED has worked with famous artists such as Madonna, The Hives and Oasis. 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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