Whyred
Whyred is a Swedish fashion brand founded in Stockholm in 1999, known for tailoring, parkas and a slim take on Scandinavian minimalism. Co-founder Roland Hjort returned as creative director in late 2024.
| Founded | 1999 |
|---|---|
| Co-founder | Roland Hjort |
| Origin | Stockholm, Sweden |
| Signature | Tailoring and parkas |
| Website | whyred.se |
What is Whyred?
Whyred is a Swedish fashion label founded in 1999. In the early 2000s it became an emerging name with a cult following, recognised for considered tailoring, parkas and a slim-silhouette interpretation of Scandinavian minimalism. The brand has won several fashion awards.
History
Roland Hjort co-founded Whyred and served as its original creative director. As Swedish contemporaries such as Acne Studios, Rodebjer and Our Legacy grew, Whyred lost some of its momentum after Hjort's departure. In November 2024 it was announced that Hjort was returning as creative director with immediate effect, with a menswear-only collection planned for autumn/winter 2025, his first for the brand in five years.
Products and positioning
Whyred's designs are typically simple, built around basics and accessories such as shoes and hats, mostly in neutral colours with occasional bright accents. The brand has historically addressed both women and men.
Why it matters
Whyred was one of the labels that helped define the Stockholm fashion scene around the turn of the millennium, and its relaunch under its co-founder is a test of how heritage within contemporary Scandinavian fashion can be revived.
Frequently asked questions
Where is Whyred from?
Whyred is a Swedish fashion brand from Stockholm, founded in 1999.
Who founded Whyred?
Roland Hjort co-founded Whyred and was its original creative director; he returned to the role in November 2024.